Under Armour, Stephen Curry to end partnership

Core Insights - Under Armour and Curry Brand have officially ended their 13-year partnership, which significantly elevated Under Armour's profile in athletic sponsorships [1][2] - Under Armour has faced substantial challenges, with its stock down 40% this year and a total decline of 76%, prompting the company to refocus on its core UA brand [2][4] - Steph Curry retains sole ownership of the Curry Brand and is free to seek new partnerships, while Under Armour will maintain contracts with athletes under the Curry Brand but with the right of first refusal for Curry [2][3] Company Performance - Under Armour's recent struggles are evident in its revenue and branding, leading to a strategic decision to concentrate on its primary brand [2] - The decline in Under Armour's stock price reflects broader issues within the company, necessitating a reevaluation of its partnerships and branding strategies [4] Future Prospects - Steph Curry is expected to remain a prominent figure in the NBA for several more years, making him a valuable asset for potential new partnerships [6] - Curry's brand is characterized by an underdog image, raising questions about how this identity will be maintained with future collaborations, especially considering his previous rejection of Nike in favor of Under Armour [6][7] - There is speculation about Curry's potential transition into golf, which could open new partnership opportunities as he considers future endeavors [5]