Under Armour Shifts Focus After Curry Partnership Ends

Under Armour is streamlining operations related to its Stephen Curry brand following the recent announcement of their partnership dissolution. This includes laying off two employees directly involved with the basketball star’s shoe and apparel line, and reassigning other team members to different roles within the company.

Despite the winding down of the partnership, Under Armour intends to continue selling existing Curry merchandise through October. However, the dedicated team responsible for developing and managing the Curry brand is being disbanded, according to sources familiar with the matter. Under Armour has maintained a policy of not commenting on personnel decisions, and representatives for Stephen Curry have not yet responded to requests for comment.

The separation between Under Armour and Curry, announced last month, came as a surprise to many and marks the end of a long-standing relationship that significantly contributed to both sales and brand visibility for Under Armour. The company still plans a February release for the Curry 13 sneaker, alongside further apparel and colorway releases throughout the remainder of the year.

This split adds to the existing challenges facing Under Armour, which has seen its stock price decline by 45% in the current year. The company is actively working to reverse a two-year trend of declining sales through increased marketing efforts and a renewed focus on its core product lines.

Reports indicate that Curry and his team grew dissatisfied with Under Armour’s level of investment in the Curry brand. Sales within the division reportedly failed to meet either Curry’s expectations or those of Under Armour. The company has projected approximately $95 million in restructuring costs, partially attributed to the separation from Curry.