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The split reflects Under Armour's declining relevance in basketball, impacting market perception. Historical declines often follow major brand losses like Curry.
What happened, with direct paths to the underlying reporting
Stephen Curry and Under Armour end their 13-year partnership. Curry retains rights to his Curry Brand for independent growth. Under Armour faces struggles, retreating from the basketball market. Curry may need a retail partner to succeed independently. Under Armour's stock has fallen over 50% in the past year.
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