Under Armour, Stephen Curry to end partnership

Partnership Dissolution - Under Armour and Curry brand are officially splitting ways, ending a 13-year partnership [1] - Under Armour wants to focus on its core UA brand, while Curry brand will be free to find another partner [2] - UA will maintain contracts with athletes currently under Curry Brand, but Curry brand will have the right of first refusal [3] Under Armour's Performance - Under Armour is down 40% this year, struggling from both a revenue and branding standpoint [2] - Under Armour's stock is down by about 76% [4] Steph Curry's Future - Steph Curry maintains sole ownership of Curry Brand [2] - Curry is still one of the top NBA stars and will likely play for several more years, making him a hot commodity [6] - Curry may potentially move into golf and join the senior tour when he turns 50 [5] Branding and Market Positioning - The Curry brand represents being the underdog [6] - Curry turned down Nike back in 2013 to join Under Armour [6]