Zion Williamson is expected to sign one of the richest shoe endorsement contracts in several years.

Under Armour, however, is unlikely to be in the running to sign Williamson.

"He's probably one of the best prospects to come out in a very long time," said Kevin Plank. "We have a great stable. We can do just about anything. We just can't do everything. So we have to be thoughtful about how we play moneyball and how we deploy dollars."

Stephen Curry and Joel Embiid are Under Armour's most high profile basketball endorsers.