放弃库里，安德玛断臂求生

Core Viewpoint - Under Armour has announced the separation from Stephen Curry and the Curry Brand, marking the end of a 12-year partnership that was once considered a model in sports business [1][3]. Group 1: Historical Context - The partnership between Curry and Under Armour began in 2013 when Curry left Nike, which failed to secure his contract renewal, allowing Under Armour to sign him for $4 million annually despite holding only 1% of the basketball shoe market at that time [5]. - The collaboration led to significant successes, including a 350% increase in basketball shoe sales in 2016, with estimates suggesting Curry could generate $14 billion in value for Under Armour [5][7]. Group 2: Current Developments - The separation comes as Under Armour faces financial difficulties, with stock prices plummeting from a peak of $53.78 to $4.66, attributed to overexpansion and strategic missteps [7][10]. - Under Armour's restructuring plan, initiated by founder Kevin Plank after a series of CEO changes, has incurred $103 million in restructuring and impairment costs, with revenues declining by 5% year-over-year [10][11]. Group 3: Strategic Implications - The decision to part ways with Curry is seen as a necessary step for Under Armour to refocus its strategy and resources, as the brand aims to return to its core strengths amid financial pressures [15][20]. - The company plans to maintain its presence in the basketball market, indicating that the Curry Brand's athletes will still be under contract with Under Armour [23]. Group 4: Future Outlook - Under Armour is expected to leverage emerging trends in the fitness industry, such as CrossFit and hybrid training, to regain market relevance and focus on its unique competitive advantages [20][21]. - The brand's long-term strategy will involve reducing inventory and maintaining price discipline while redefining its market positioning to ensure sustainable growth [15][23].