Under Armour has made changes to the team behind Stephen Curry’s shoe and apparel line. Two employees who worked on the Curry brand were laid off, while others were reassigned to different roles as the company winds down its partnership with the basketball star.
Curry Team Disbanded But Products Will Continue
Even with the team being disbanded, Under Armour plans to continue selling Curry merchandise through October. The company will release the Curry 13 sneaker in February and offer additional colorways and apparel collections over the next several months.
Split Comes After Frustration Over Investment
The decision to end the partnership surprised many. Curry and his advisers reportedly grew frustrated with the lack of investment in the brand and the fact that sales were not meeting expectations. Their long-running collaboration had previously helped Under Armour boost both visibility and sales.
Financial Impact on Under Armour
Under Armour has faced growing pressure as shares have dropped 45% this year amid two years of declining sales. The company is focusing on marketing and its core products to regain momentum. The split with Curry will also cost the company an estimated $95 million in restructuring expenses.
Moving Forward
A company spokesperson declined to comment on personnel changes, and Curry’s team has not responded to inquiries. Despite the split, Under Armour remains committed to releasing new Curry products, showing that the transition will be gradual rather than abrupt.
