The new Steph Curry shoes aren't so hot. And Under Armour is paying for it.

The company lost nearly $600 million in value on Friday due largely to the slow sales of Curry's shoes.

Via ESPN.com:

Under Armour lost nearly $600 million of its value as a company Friday, as its stock plummeted by more than 4 percent after the CEO of a major footwear retailer said the latest version of its Steph Curry shoe wasn't doing as well as expected.

Foot Locker CEO Dick Johnson said the Curry 3 “started off a bit slower than the previous models,” causing a sell-off in the stock market.

While Curry's products make up only about 5 percent ($200 million) of Under Armour's total annual business, he is the company's most prominent endorser.

That's a lot of money.

Curry's recent shoes have been the bud of many jokes. But Under Armour maintains it is not giving up on the latest model.

“We're optimistic that they [Under Armour] are going to be able to continue to keep that [footwear business] with some momentum behind it and certainly expand their footwear offerings,” Johnson said.