A new marketing campaign by Under Armour that debuts Monday buries Stephen Currys story as being the product of his father, with a chip on his shoulder because of his size. It seeks to rid him of his previous nicknames and focuses on one thing: The loss, or as its called in the ad, the missed championship. With a bunch of kids providing an assist, Curry seeks to Make That Old.Yes, Curry is no longer an underdog. His team coughing up a 3-1 lead in the NBA Finals, combined with the feel-good story of LeBron James delivering a championship to his hometown, has attached a negativity to Curry thats never been there before. Throw in Kevin Durant, which makes the Golden State Warriors the overwhelming favorites this coming season, and Currys character is much more complex than it was before.The marketing change also mirrors the change in the relationship between Under Armour and Curry. The past 18 months have been gravy for the two. A slow-moving shoe business, which took almost a decade to jump-start, got a huge boost when Nike passed on renewing Currys deal for less than $4 million annually. Curry switched companies and, two MVPs and a title later, Under Armour finally found itself on the feet of kids in the coveted 8- to 18-year-old demographic.Under Armour did its part, too. The endorsement model only worked because the product was finally up to par -- a long way from the Micro G model worn by Brandon Jennings.Now that Curry has helped build an annual $200 million business, the pressure is on. One out of every four dollars Under Armour makes comes from shoes, and expectations are high for another great year. The money in Currys deal rose this year, which likely makes him the fourth-highest earner in the shoe business behind Michael Jordan, James and Durant. Curry will make more from Under Armour this year than he will from the Warriors ($12.1 million). With more money to be paid out, Under Armour is testing how much consumers are willing to pay.For the third version of Currys shoe, which debuts in Warriors colors nationwide Tuesday, Under Armour is charging $140 a pair -- up from $120 for the Curry 1, $130 for the Curry 2 and $135 for the Curry 2.5.What consumers will get for that money is not only a shoe worn by Curry, but also one made out of parachute fibers. It even has a trademarked name, Threadborne.Under Armour also wants to position these shoes to have an appeal beyond basketball. Thats somewhat of a challenge with Curry. Because Curry has ankle issues, he has to wear high-top shoes. High-top shoes are fine to play basketball in, but low- and mid-top shoes tend to sell better these days. Its the people who dont play basketball but buy the shoes that make or break a business.The solution is to do two things. First, market the low-top version of the shoes by having Curry wear them during warmups, since playing in them has long been ruled out.With my ankle history, thats not something that would make me feel that secure on the floor but I love wearing lows, Curry said. I feel really free in the lows. Its a cool way to switch it up and have a different look.After the scrutiny on Curry for the plain white Curry 2 low-tops called the Chef, Curry wanted to wear them for Game 4 of last years NBA Finals. But no dice, and Curry said theres no shot in the future, either, as Warriors executives and his agent Jeff Austin will shackle me to the locker room.The other thing Under Armour needs to do is figure out the ratio of those who prefer to play in their shoes versus those who simply want to walk around in them.Fans and sneakerheads alike will notice that the Curry 3 does not have big Under Armour logos on the side as the previous versions did, leading some to wonder if the brand is following Adidas, which hasnt been afraid to minimize the three stripes on its shoes.Adrienne Lofton, senior vice president of global brand marketing, said it has more to do with the contour of the shoe. But a ?lack of branding could pay dividends in a space where Under Armour isnt the biggest player.The bottom line? Curry is no longer an underdog and neither is Under Armour, which should do slightly less than $5 billion in business in 2016. Now comes the hardest part, for both of them. Nike Air Max 95 Uitverkoop . 10 Texas Rangers jersey for one last time. Young formally announced his retirement Friday after returning to Rangers Ballpark, his baseball home for all but the last of his 13 major league seasons. Nike Air Max 95 Dames . Burris threw two TD passes, including a key 15-yard fourth-quarter strike to Bakari Grant that effectively countered a Toronto comeback bid and led Hamilton to a 33-19 victory. http://www.nederlandairmax95.com/ . With the first unit struggling of late and Amir Johnson - one of the teams iron men - hobbling on an injured right ankle, Patterson knew he could get the nod in a challenging matchup against one of the leagues up and coming players at his position. Air Max 95 Goedkoop .Y. -- Sabres defenceman Tyler Myers had no intention of changing his hard-hitting style before taking part in a disciplinary hearing for his illegal check to New Jersey forward Dainius Zubrus head. Air Max 95 Groothandel .Y. -- Knicks coach Mike Woodson said Wednesday that J. LOUISVILLE, Ky. -- Bobby Petrino isnt concerned about his No. 7 Louisville Cardinals being rusty after getting some rest.If anything, the Cardinals coach said the bye-week practices have been as intense as previous workouts that helped them surge from their preseason Top 25 ranking into the national title discussion. Louisville begins the second half of its season Friday night against Duke, looking to bounce back from their disappointing 42-36 loss at Clemson and return to the playoff picture.Louisville (4-1, 2-1 Atlantic Coast Conference) hosts the Blue Devils (3-3, 0-2 ACC) in their first home game since drubbing then-No. 2 Florida State 63-20 nearly a month ago. That signature win vaulted the Cardinals to No. 3 and sparked talk of them running the table in the conference before they fell just short against the Tigers on Oct. 1.Louisville needs a lot of help from other teams to unseat Clemson and possibly win the Atlantic Division, but the goal is winning out to stay in consideration for the four-team playoff. Judging from the Cardinals practice habits, theyre eager to start another run.Weve got a lot of pride on this team, Petrino said. Its always hard when you lose a hard-fought contest, but were working as hard as we can on bouncing back. Theyve shown a lot of resiliency, have come to practice and worked hard. ... That gives us a chance to get to where we know how to play and really excel here in the last part of the season.Though favored by 35 1/2 over the Blue Devils, the Cardinals are wary of Dukes penchant for meeting big challenges this season.Duke upset Notre Dame 38-35 on the road last month and beat improved Army 13-6 last week. While heavy rain from Hurricane Matthew no doubt factored into the Black Knights gaining just 165 yards rushing, the Blue Devils defense did their part in holding Army more than 200 yards below its FBS-best 374-yard average per game to gut out a tough win.However, Duke coach David Cutcliffe acknowledged that stopping Louisville and Heisman Trophy contennder Lamar Jackson will be a whole different challenge.dddddddddddd. Especially with the Cardinals recharged after a week off.I havent seen anybody with the weapons and the completeness this Louisville team has, Cutcliffe said. Theres a reason theyre playing as well as they are. So, that combination has been lethal for them. Weve got our hands full.---Here are other things to watch as No. 7 Louisville returns to action against Duke:LAMAR STILL LEADS: Louisvilles dual-threat sophomore quarterback continues to lead the nation in several offensive categories despite the week off. Jackson is No. 1 with 14 rushing touchdowns, 168 points responsible for and 16 points per game. Hes also second in total offense with 462.6 yards per contest.MILESTONE NEAR: Duke rushing leader Jela Duncan is probable despite leaving against Army with a leg injury after gaining 40 yards on 10 carries. His 354 yards rank 10th in the ACC and hes 54 shy of becoming the programs sixth player to reach 2,000 career yards.BALL HAWK: Louisville cornerback/return man Jaire Alexander has been a force on defense and special teams. He leads the Cardinals with three interceptions after picking off two at Clemson along with forcing a fumble. The sophomore also leads the ACC in punt return average (15.5 yards) and returned one 69 yards for a TD against FSU.SHORT-WEEK PROBLEMS: Duke coach David Cutcliffe says the quick turnaround means the Blue Devils have yet to review film of last weeks Army game. Theyll do that during next weeks bye, and it helps that the following opponent -- Georgia Tech -- also runs a version of the triple option used by the Black Knights.500 CLUB: A Louisville victory would mark the programs 500th in 98 seasons of play against 450 losses and 17 ties.---AP Sports Writer Joedy McCreary in Durham, North Carolina, contributed to this report.---AP College Football: collegefootball.ap.org ' ' '