Under Armour Shares Plunge Amid Investor Exodus and Star Endorser Departure

The financial outlook for Under Armour has darkened considerably, with the sportswear company facing a severe crisis of confidence. A pivotal endorsement relationship is dissolving, and major financial backers are rapidly withdrawing their support, creating a perfect storm for the beleaguered brand.

A dramatic loss of faith from major shareholders is underscoring the company's challenges. In a striking move, investment firm Boston Partners slashed its stake by a staggering 92.8 percent, divesting nearly 1.4 million shares. This large-scale departure from a key institutional investor sends a powerful message about the brand's declining credibility in the financial markets and highlights the depth of current concerns.

Stephen Curry's Imminent Exit and Nike Appearance

A significant turning point has been reached with the conclusion of Under Armour's 12-year partnership with basketball superstar Stephen Curry. The collaborative "Curry Brand" will officially separate from the company following the release of their final joint shoe in February 2026. Adding to the concerns for investors, Curry was recently spotted warming up in Nike sneakers, a strong indicator that the athlete may be poised for a return to his former sponsor.

Should investors sell immediately? Or is it worth buying Under Armour?

An Insider Bets Against the Tide

While large investors retreat, one company insider is demonstrating notable confidence. Director Robert John Sweeney made a substantial purchase of 100,000 shares, a transaction valued at $488,000, at an average price of $4.88 per share. This move could be interpreted as a vote of confidence from within the company's leadership, or alternatively, as an attempt to counter the prevailing negative sentiment.

The stock is currently trading at €3.90, hovering perilously close to its 52-week low. Having lost more than 50 percent of its value since the start of the year, a critical question now looms: Can Under Armour navigate a successful future without its flagship star partner?