{"id":76378,"date":"2025-11-17T03:40:16","date_gmt":"2025-11-17T03:40:16","guid":{"rendered":"https:\/\/dralysstore.com\/blog\/?p=76378"},"modified":"2025-11-17T03:40:16","modified_gmt":"2025-11-17T03:40:16","slug":"under-armour-breaks-with-steph-curry-as-restructuring-program-expands","status":"publish","type":"post","link":"https:\/\/dralysstore.com\/blog\/under-armour-breaks-with-steph-curry-as-restructuring-program-expands\/","title":{"rendered":"Under Armour breaks with Steph Curry as restructuring program expands"},"content":{"rendered":"<div>\n<div class=\"text-to-speech\">\n    <button class=\"text-to-speech__button button\"><br \/>\n        <img decoding=\"async\" class=\"text-to-speech__button__icon\" src=\"https:\/\/www.retaildive.com\/static\/img\/play.svg?500116090725\" alt=\"\"\/><br \/>\n        Listen to the article<br \/>\n        <span class=\"text-to-speech__button__audio-length\">3 min<\/span><br \/>\n    <\/button><\/p>\n<div class=\"text-to-speech__controls\">\n        <audio controls=\"\" class=\"js-text-to-speech\" preload=\"none\"><source src=\"https:\/\/text-to-speech.divecdn.com\/newspost\/805543\/2025-11-14_11.51.28\/under-armour-breaks-steph-curry-restructuring-program.wav\" type=\"audio\/mp3\"><\/source><\/audio><\/p>\n<div class=\"text-to-speech__controls__text\">\n            This audio is auto-generated. Please let us know if you have <a href=\"https:\/\/www.retaildive.com\/contact\/\" target=\"_blank\" rel=\"noopener\">feedback<\/a>.\n        <\/div>\n<\/p><\/div>\n<\/div>\n<h3>Dive Brief:<\/h3>\n<ul>\n<li>Under Armour is parting ways with its most iconic athlete. The activewear brand announced Thursday that it was <a href=\"https:\/\/about.underarmour.com\/en\/stories\/press-releases\/release.25251.html\" target=\"_blank\" rel=\"noopener\">cutting ties with NBA star Steph Curry<\/a> and would separate the Curry Brand from Under Armour.<\/li>\n<li>Instead, Under Armour will develop new UA Basketball products and focus on its namesake brand. Under Armour will release its last Curry-branded shoe in February 2026.<\/li>\n<li>The announcement is tied to a $95 million <a href=\"https:\/\/about.underarmour.com\/en\/stories\/press-releases\/release.25246.html\" target=\"_blank\" rel=\"noopener\">expansion of Under Armour\u2019s restructuring program<\/a>. That money will go toward the separation of the Curry Brand from Under Armour, contract terminations, asset impairments, and employee severance and benefits costs. The total estimated restructuring and related charges will now reach up to $255 million.<\/li>\n<\/ul>\n<h3>Dive Insight:<\/h3>\n<p>The latest step in Under Armour\u2019s turnaround is the end of a decade-long brand ambassadorship.\u00a0<\/p>\n<p>Since 2013, Curry has repped Under Armour, with the two <a href=\"https:\/\/www.retaildive.com\/news\/under-armour-steph-curry-launch-brand\/589883\/\" target=\"_blank\" rel=\"noopener\">launching the Curry Brand<\/a> five years ago. In 2023, Curry was <a href=\"https:\/\/www.retaildive.com\/news\/under-armour-names-steph-curry-president-curry-brand-expanded-partnership\/646534\/\" target=\"_blank\" rel=\"noopener\">named president of the Curry Brand<\/a> and took on even more responsibilities at Under Armour across product development, marketing and other areas.\u00a0<\/p>\n<p>\u201cFor Under Armour, this moment is about discipline and focus on the core UA brand during a critical stage of our turnaround,\u201d Under Armour CEO Kevin Plank said in a statement. \u201cAnd for Stephen, it&#8217;s the right moment to let what we created evolve on his terms. We&#8217;ll always be grateful for what he&#8217;s brought to the UA team.&#8221;<\/p>\n<p>Under Armour\u2019s total global basketball business, including the Curry brand, will generate between $100 million and $120 million in fiscal 2026. The retailer doesn\u2019t expect a meaningful impact on its finances from the separation.\u00a0<\/p>\n<p>In the short-term, the activewear brand raised its fiscal 2026 adjusted operating income outlook thanks to the expanded restructuring actions. Its actual operating results will be worse, with the company projecting an operating loss of $56 million to $71 million compared to a previous expectation for an operating income of between $19 million and $34 million.<\/p>\n<p>While the Curry Brand is likely not a big moneymaker for Under Armour, the company is faced with replacing \u201cthe intangible benefits\u201d of working with Curry, according to Needham analyst Tom Nikic.<\/p>\n<p>\u201cWhile the Curry brand is fairly small at this point (probably less than $100 million of revenue) and the separation will likely yield cost-savings benefits, Mr. Curry is viewed by consumers as one of the key faces of the brand,\u201d Nikic wrote in emailed comments.<\/p>\n<p>Needham analysts estimate that Curry was the main driver of Under Armour\u2019s footwear business during the first two years of their partnership, when revenue in that category grew more than $600 million. If true, that means the Curry Brand was generating \u201ca few hundred million dollars\u201d in fiscal year 2017.<\/p>\n<p>\u201cThat would suggest that Curry revenues are down at least 50% from peak, if not more,\u201d Nikic said. \u201cBetween the lower gross margin for footwear relative to apparel, the operating overhead required to run a sub-brand, advertising for the brand, and the royalties owed to Mr. Curry, the sub-brand is probably minimally profitable at best (and potentially unprofitable).\u201d<\/p>\n<\/p><\/div>\n<p><\/p>\n<hr>\n<p><strong>Published by Dralys Blog \u2013 Stories | Insights | Innovation<\/strong><\/p>\n<p>Discover more on <a href=\"https:\/\/www.dralysstore.com\" target=\"_blank\">DralysStore.com<\/a><\/p>\n<div class=\"pld-like-dislike-wrap pld-template-2\">\r\n    <div class=\"pld-like-wrap  pld-common-wrap\">\r\n    <a href=\"javascript:void(0)\" class=\"pld-like-trigger pld-like-dislike-trigger  \" title=\"\" data-post-id=\"76378\" data-trigger-type=\"like\" data-restriction=\"no\" data-already-liked=\"0\">\r\n                        <i class=\"fas fa-heart\"><\/i>\r\n                <\/a>\r\n    <span class=\"pld-like-count-wrap pld-count-wrap\">    <\/span>\r\n<\/div><\/div>","protected":false},"excerpt":{"rendered":"<p>Listen to the article 3 min This audio is auto-generated. Please let us know if&hellip;<\/p>\n","protected":false},"author":1,"featured_media":75526,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_lmt_disableupdate":"","_lmt_disable":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[36],"tags":[74,34,65,176,45,177,10],"class_list":["post-76378","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-dralys-insights","tag-dralys","tag-e-commerce","tag-entrepreneurship","tag-ecosystem","tag-innovation","tag-smart-shopping","tag-technology"],"acf":[],"jetpack_featured_media_url":"https:\/\/dralysstore.com\/blog\/wp-content\/uploads\/2025\/11\/play.svg.svg+xml","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/dralysstore.com\/blog\/wp-json\/wp\/v2\/posts\/76378","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/dralysstore.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dralysstore.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dralysstore.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/dralysstore.com\/blog\/wp-json\/wp\/v2\/comments?post=76378"}],"version-history":[{"count":1,"href":"https:\/\/dralysstore.com\/blog\/wp-json\/wp\/v2\/posts\/76378\/revisions"}],"predecessor-version":[{"id":76379,"href":"https:\/\/dralysstore.com\/blog\/wp-json\/wp\/v2\/posts\/76378\/revisions\/76379"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dralysstore.com\/blog\/wp-json\/wp\/v2\/media\/75526"}],"wp:attachment":[{"href":"https:\/\/dralysstore.com\/blog\/wp-json\/wp\/v2\/media?parent=76378"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dralysstore.com\/blog\/wp-json\/wp\/v2\/categories?post=76378"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dralysstore.com\/blog\/wp-json\/wp\/v2\/tags?post=76378"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}