CHAPEL HILL, N.C. -- North Carolina coach Larry Fedora is trying to solve a penalty problem entering Atlantic Coast Conference play.The Tar Heels are one of the nations most penalized teams heading into Saturdays game against Pittsburgh. Theyre coming off a game in which they were called for five unsportsmanlike conduct penalties, leaving Fedora irked after an easy win that included the seasons best performance by first-year starting quarterback Mitch Trubisky.I talked to the entire team, Fedora said. Its unacceptable and were going to deal with it, and hopefully our guys will play smarter.UNC (2-1) ranks 115th nationally by averaging 85.7 penalty yards per game and 13th in the 14-team ACC ahead of only No. 13 Florida State. The Tar Heels started with 13 penalties for 101 yards in the opening loss to Georgia, a total that included an unsportsmanlike conduct penalty on Fedora when he angrily reacted to a call. Two weeks later, UNC had another flag-heavy game with 10 penalties for 110 yards in a 56-28 win against James Madison of the Championship Subdivision.That included 75 yards in penalties for unsportsmanlike conduct penalties -- three after touchdowns by either team -- against the Dukes, with defensive tackle Jalen Dalton picking up two while cornerback Des Lawrence, receiver Austin Proehl and defensive end Tyler Powell each had one. Fedora quickly brought up the penalties during his postgame comments without being asked by reporters, saying he could understand some penalties while trying to make a play but were not going to screw up after the whistle.Fedora promised the team would address it immediately, but he didnt get into specifics as to how. He said Monday that while there werent extra conditioning drills for the team, there was what he only described as positive reinforcement to deal with penalties caused by frustration and selfishness.Still, this isnt a new issue during Fedoras five-year tenure.The Tar Heels ranked last in the ACC with an average of about 64 penalty yards per game during each of his first two seasons in 2012 and 2013. They were 13th in 2014 and ranking among the nations worst in all three seasons.Things changed last year, when the Tar Heels did a better job of avoiding mistakes and rose to fifth in the ACC (36th nationally) by cutting that average to around 46 yards. Perhaps its no coincidence that they matched a program record with 11 wins last season, too.To do it again, the Tar Heels know they have to stop the 2016 backslide.As leaders of the team, were definitely focused on that, that we cant have that, because its going to cost our team down the road, Trubisky said. 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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 cconsumers will get for that money is not only a shoe worn by Curry, but also one made out of parachute fibers.dddddddddddd 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. 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