Under Armour Is the NCAA Tournament's Real Cinderella Story
Inside the company’s strategy to get more college basketball players into its shoes and jerseys
Is Under Armour the NCAA’s New Cinderella Team?
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The Under Armour shoes that Notre Dame debuted during its Atlantic Coast Conference Tournament title run remind senior guard Pat Connaughton of yellow highlighters.
The team loved them, he said, but there was some concern about how they would fly at the history-rich South Bend, Indiana, school.