Under Armour made a remarkable year last 2015, hitting off the mall's rack with sold out releases and debuts. Yet, 2016 seems to come out differently with Under Armour's sale and remarks. "How could it be?"
Many theories are coming left and right, but one of the biggest downfalls was their one of the biggest endorser, Golden State Warriors' Stephen Curry, who stepped down last NBA 2016 Finals to the Cleveland Cavaliers. With Stephen Curry blowing out the infamous 3-1 lead, it all came down to this.
On Under Armour's $600 Million depreciation, we know Stephen Curry is not the only one to blame. Stephen Curry has released 6 total designs, all in all, Curry 1, Curry 1 Low, Curry 2, Curry 2 Low, Curry 2.5, and the most recently released The Curry 3. The first five release smoothen up the way on its sales, yet the fans appear to dislike the said shoe, stating that Under Armour should hire new designers due to its shabby look.
Though, Under Armour says that it is too early to judge Curry 3 sales as the shoes were only released a few months ago. Under Armour is trying to catch up with its mishaps by unveiling Curry 3 blackout that could balance its aesthetic and performance.
According to Forbes, Under Armour also sells out non-voting shares for investments. Seeing it as a strategic move, an analyst at Stifel Nicolaus said that Under Armour's objective behind renaming tickets is to be to mandate two share class prices toward parity.
On sales pitch, apparel takes the peak of most sales. Another complaint about the Under Armour line is that they focus too much on basketball, though not everyone is into basketball and Steph. Prominent endorsers are being set aside due to lack of emphasis on the certain area. The good thing is, Under Armour takes concern on its customers, 2017 is waiting for them.
