Core Insights - Under Armour's partnership with Stephen Curry, which began in 2013, significantly boosted its brand visibility and sales, making it the second-largest sports brand in the U.S. by 2015, surpassing Adidas [4][5] - However, the company has faced stagnation in revenue since 2017, with annual earnings hovering around $5 billion, and has struggled with profitability post-pandemic [5][10] - The shift in consumer preferences towards athleisure wear has left Under Armour's focus on professional sports apparel misaligned with market trends, leading to a decline in brand relevance [6][7] Company History and Growth - Under Armour was founded in 1996 by Kevin Plank, who aimed to create moisture-wicking athletic wear, capturing 70% of the market in the tight-fitting sports apparel segment by 2000 [4] - The brand's initial success was driven by its innovative products and strategic partnerships with professional athletes [4][5] Partnership with Stephen Curry - The collaboration with Curry was pivotal, as it coincided with his rise in the NBA, leading to a 350% increase in basketball shoe sales for Under Armour [5] - Despite the initial success, the partnership ended in November 2023, marking a significant shift for the brand [4] Market Position and Challenges - Under Armour's revenue growth has stagnated, with 65% of its income still coming from sports apparel, while only 25% is from footwear, indicating a lack of diversification [8] - The company has struggled to adapt to the athleisure trend, which has been embraced by competitors like Nike and Adidas [6][7] Internal Management Issues - Under Armour has faced internal turmoil, including leadership changes and allegations of financial mismanagement, which have hindered its operational effectiveness [10][11] - The company's reliance on distributors (70% pre-2015) has created barriers to understanding consumer demand, leading to inventory issues and a damaged brand image due to frequent discounting [9][10] Strategic Missteps - Under Armour's attempts to diversify into various sports categories have not yielded significant returns, resulting in resource dilution [8] - The company has made several costly decisions, such as acquiring MyFitnessPal for $700 million, which ultimately did not pan out, reflecting a lack of long-term strategic planning [11][12]