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Under Armour CEO Kevin Plank admitted Thursday that sales for Stephen Curry’s current signature basketball shoe are already disappointing.

“Our success in basketball hasn’t been without its learning,” Plank said around the company’s earnings call, during which under armour outlet reported its first quarterly loss as a public company. “As we launched the Curry 3 late a year ago, our expectations continued to run high. And although the 3 played well on court for Stephen Curry and our athletes, a sluggish signature market plus a warm consumer reception led to softer-than-expected results.

“This has created an inventory imbalance that people work through. The one that, yes, is baked into our full-year outlook which hasn’t changed and, most importantly, yielded lessons we’re applying ahead with the Curry 4 and beyond.”

As sales in the Curry shoes still rise, Under Armour continued to boost the purchase price. The price to the Curry One, which debuted early in the year of 2015, was $120. Prices then crept up for the Curry Two ($130), Curry 2.5 ($135) as well as the Curry 3 ($140).

The suggested retail price of Curry’s playoff shoe, the 3Zer0, went to $120.

The less-than-enthusiastic reception to the Curry 3 has led to several retailers discounting it. To eliminate those who haven’t sold, Under Armour has discounted the Curry 3 by almost 30 percent to $99.99.

In November, under armour outlet melbourne lost nearly $600 million of the value as being a company after Foot Locker CEO Johnson said the Curry 3 “started off a bit slower in comparison to the previous models.”

Thursday’s admission by Plank was the very first confirmation that the company also wasn’t content with the reception. He explained Under Armour will be sharper with future shoe launches “when it comes to quantity of color offerings, scarcity, exclusivity and cadence of launches to operate more consistent engagement and results.”

The Curry shoe does present challenging in that the Golden State Warriors’ two-time league MVP wears a sneaker by using a higher profile to be able to protect his ankle. Nearly 80 % of 21dexopky people who wear basketball shoes do so for fashion, and reduce-profile shoes are more popular.

Curry wears low-profile versions of his shoes during warm-ups, but those shoes aren’t available in just as much volume, nor do they really have the attention that his on-court under armour basketball shoes do.

Over the last quarter, footwear sales were only up 2 percent in comparison to the same quarter just last year, when footwear sales were up 64 percent.

“We don’t enjoy it and that we don’t accept it,” Plank said.

Regardless of the company’s first quarterly loss along with the news in the Curry 3, the company’s earnings report was much better than analysts and shareholders expected. Shares soared by a lot more than 7 percent during the early trading.