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This departure is reminiscent of other industry scenarios—such as Kanye West’s fallout with Adidas or Nike’s dominance in sneaker culture. When endorsement relationships cease to generate anticipated revenue, companies face a stark choice: adapt or withdraw.
The Implications for Under Armour and the Industry
The end of the Curry partnership symbolizes more than just the loss of a basketball icon; it underscores Under Armour’s broader struggles. The brand has seen several collegiate and professional team sponsorships, including university partnerships with schools like Wisconsin and Notre Dame, evaporate or diminish. The company’s high growth-expansion phase—marked by aggressive entry into new markets and sports—has now become a cautionary tale about overextension.