与库里分道扬镳，安德玛的不得已？

Core Viewpoint - Under Armour has ended its nearly 13-year partnership with basketball player Stephen Curry, leading to the independent operation of the Curry Brand, while Under Armour will focus on launching global basketball shoes and concentrating resources on its core business development [1][3][5]. Summary by Sections Partnership Termination - The strategic split allows the Curry Brand to operate independently, marking a new development phase for the brand [3]. - Under Armour plans to release the final Curry signature shoe, Curry 13, in February 2026, along with additional colorways and related apparel before October 2026 [3]. Historical Context - Under Armour signed Curry in 2013 after he felt overlooked by Nike, which significantly boosted Under Armour's revenue, with total revenue rising from $2.33 billion in 2013 to $4 billion in 2015, partly due to a 350% increase in basketball shoe sales [3][4]. - The partnership included a 9-year contract worth $215 million signed in 2015 and a $1 billion lifetime contract in 2023, which was unexpectedly short-lived [4]. Strategic Focus - Under Armour aims to build a brand that can compete with Nike's Jordan Brand, seeking new growth avenues [4]. - The decision to split is seen as a way for both parties to leverage their strengths, with Under Armour focusing on innovative products for athletes and Curry Brand pursuing its own direction [5]. Financial Performance - Under Armour has faced declining performance, with a 5% revenue drop to $1.3 billion in Q2 2026 and a net loss of $19 million [6]. - The restructuring plan includes a focus on core men's apparel and a reduction in promotional activities to improve profitability [6]. Future Plans - Despite the split, Under Armour intends to continue developing basketball products and supporting athletes [7]. - The company is exploring new opportunities in the competitive sports market, including partnerships with national teams and opening new stores [8].