Under Armour splits with Steph Curry as it focuses on strengthening core brand

Core Insights - Under Armour and Stephen Curry have mutually agreed to end their 13-year partnership, effective immediately [1][2] - Curry Brand will now operate independently, with Curry maintaining sole ownership and the freedom to seek new retail partnerships [2] - Under Armour will release the Curry 13, marking the final shoe collaboration with Curry [2] Company Strategy - Under Armour's CEO emphasized the need for discipline and focus on the core brand during a critical turnaround phase [3] - The breakup is seen as an opportunity for both parties to evolve; Curry aims for aggressive growth while Under Armour seeks to redefine its brand [3] - Under Armour has faced significant challenges, including leadership turnover and declining sales for eight consecutive quarters [3][4] Market Context - The competitive landscape has shifted, with established brands like Nike struggling against emerging competitors such as On and Hoka [4] - Under Armour's strategy includes fixing its product assortment and redefining its brand identity, with changes expected to appear in stores and social media this fall and winter [4] - Under Armour's stock has declined approximately 40% this year, reflecting ongoing challenges in the market [5]