Stephen Curry and Under Armour end their 13-year partnership as the sportswear company restructures to revive sales

"For Under Armour, this moment is about discipline and focus on the core UA brand during a critical stage of our turnaround,"

"And for Stephen, it's the right moment to let what we created evolve on his terms."

"Parting ways with Curry makes so much sense. He's a great athlete, but we always questioned his marketability and believed the Curry shoes and appare"

Stephen Curry and Under Armour have mutually agreed to end their 13-year partnership. Under Armour will release the Curry 13 shoes in February as the final sneaker under the collaboration. Under Armour has faced declining sales for eight quarters, executive turnover, and a restructuring plan estimated to cost $255 million, now including costs tied to separating from the Curry brand. The collaboration is expected to generate at least $100 million in revenue this fiscal year, and the company said the separation will not have a "significant effect" on profitability. The Curry brand can seek new partners and investment.

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