Golden State Warriors G Stephen Curry's latest Under Armour shoes struggling to sell

Although Stephen Curry's jersey has been the most popular in the NBA over the last two years, Under Armour CEO Kevin Plank admitted on Thursday that sales of the Golden State Warriors guard's signature basketball shoe leave plenty to be desired.

"Our success in basketball hasn't been without its learning," Plank said on the company's earnings call, in which Under Armour reported its first quarterly loss as a public company.

"As we launched the Curry 3 late last year, our expectations continued to run high. And while the Three played very well on court for Stephen Curry and our athletes, a sluggish signature market and a warm consumer reception led to softer than expected results."

The Curry One, which debuted in the spring of 2015, was listed at $120. Prices rose steadily for the Curry Two ($130), Curry 2.5 ($135) and the Curry 3 ($140), although Under Armour has discounted the latest version by almost 30 percent to $99.99.

Plank said Under Armour will be sharper with future shoe launches "with respect to number of color offerings, scarcity, exclusive and cadence of launches to drive more consistent engagement and results."