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By the time the latest version came to retail last October, consumers appear to have been over the sneaker. "While the three plays very well on court for Stephen Curry and our athletes, a sluggish signature market and a warm consumer reception has led to softer than expected results," Plank said on Thursday morning's earnings call. Tell UA to stop making Curry shoes so lame...maybe they'll sell. https://t.co/7RS7chn7NQ Nick Gryniewicz (@ESPN580Nick) April 27, 2017 they need a new designer https://t.co/GVBX7RFyuN Jason Maples (@CoachMaples55) April 27, 2017 THEY TRIED TOO HARD + RAISED THE PRICE. https://t.co/GIE3IxpkVy I hate the number 32 (@KPageIsGreat) April 27, 2017 Maybe stop designing trash https://t.co/0jvbdoBSBB Lee (@GswFanLee) April 27, 2017 Moving ahead, Plank said for the release of the Curry 4 sneaker, and other shoes, Under Armour has "retooled" its "test, learn [and] scale approach" and will focus on strengthening innovation. One of the ways the company is doing that is by launching UA Icon later this summer, which allows consumers to customize their shoes online, something competitor Nike ( NKE ) already does. READ MORE: LeBron James Reveals He Was Offered $10 Million to Sign With Reebok, But Still Decided on Nike On Thursday, Under Armour reported a first-quarter net loss of 1 cent a share, the first time the company had ever posted a loss. Still, analysts had anticipated the company to incur a loss of 4 cents a share. Under Armour said its revenue increased 7% to $1.1 billion in the three months ended March 31, in line with Wall Street's expectations. But, in North America, the company's largest market, sales fell 1%.

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Marine Corps has returned to Helmand, the restive province in southern Afghanistan where it fought years of bloody battles with the Taliban, to help train Afghan forces struggling to contain the insurgency. Many of the 300 Marines coming to Helmand as part of the NATO-led Resolute Support training mission are veterans of previous tours in the province, where almost 1,000 coalition troops, mostly U.S. and British, were killed fighting the Taliban. When they left in 2014, handing over the sprawling desert base they knew as Camp Leatherneck to the Afghan army, the Marines never expected to return. The fact that they are back underlines the problems Afghan forces have faced since being left to fight alone. Despite a warning from U.S. Defense Secretary James Mattis last week that 2017 would be a tough year, though, the tone as the deployment began was positive. "I was excited to come back," said Staff Sergeant George Caldwell, who had previously spent eight months in the far south of Helmand that mixed combat operations with training the Afghan border police. "I have a lot of time invested in Helmand province. We have many, many years of combat operations and we'd hate to see the region become unstable," he said at the margins of a ceremony marking the Transfer of Authority for the training assignment. Thousands of Marines served in Helmand over the years between 2009 and 2014 during some of the most intense fighting seen by foreign troops in Afghanistan.

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