With Steph Curry Sales Off Peak, Under Armour Separation Makes Sense, Market Watchers Say

Core Insights - Under Armour Inc. is undergoing a restructuring plan, including the decision to part ways with Stephen Curry, to focus on its own brand [1][3] Financial Performance - Under Armour reported a net loss of $18.8 million on revenue of $1.33 billion for the second quarter ended September 30 [2] - Analysts believe the company's cautious approach amid tariff concerns will benefit the brand in the long run [2] Market Position and Consumer Trends - Retail checks indicate that young consumers are increasingly gravitating towards the Under Armour brand, although the company currently lacks innovative marketing [3] - The decision to end the partnership with Curry aligns with management's goal to enhance brand identity and customer engagement through a tighter assortment of goods sold at full price [3] Restructuring Initiatives - The separation from the Curry brand is part of broader restructuring efforts, including contract terminations and employee cost reductions, expected to yield savings of $45 million to $50 million [3] - The Curry brand is estimated to generate between $75 million to $100 million in revenue, significantly lower than its peak years [4] - Under Armour plans to continue selling Curry products in the near term, and the separation is not expected to materially impact the company's profit and loss statement [4]