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In this context, Under Armour made a pointed statement: "Not having the Curry brand will not impact our financial results or profitability." This assertion, read in light of the company's dire financial straits, often feels more like a diplomatic way of saying the partnership was no longer worth the trouble, rather than a reassuring projection of continued stability.
A Strategic Exit
The decision to part ways with Curry is emblematic of a larger strategic re-evaluation. Under Armour appears to be retreating from some of its endorsement and endorsement-backed product lines, aiming to cut costs and refocus on core competitive advantages. The move is akin to a corporate "mutual breakup" designed to minimize short-term damage or embarrassment.