In 2013, Nike made their BIGGEST mistake in sports. They humiliated Steph Curry so bad he walked away forever. But instead of signing with Adidas or Puma...A tiny brand stole him with ONE thing no one else could offer.Here's the bizarre gamble that made him a billionaire:
Olugbemi. Adeyinka Ogunleye
Nike? They're still trying to find "the next Curry." This story reveals the hidden mechanics of relationship-driven growth: (a) Respect scales exponentially (b) Authentic partnerships compound over time (c) Equity creates alignment that salary never can (d) Believing in potential beats buying proven performance The lesson for founders?
Olugbemi. Adeyinka Ogunleye
The results speak for themselves: (a) Curry became a 4-time NBA champion and changed how basketball is played. (b) Curry Brand is now the #2 basketball shoe in America. (c) Under Armour's stock price increased 1,200% during Curry's peak years.
Olugbemi. Adeyinka Ogunleye
They had data on Curry's performance, but no insight into his values. They knew his market price, but not his potential. Under Armour did something different. They studied not just Curry's stats, but his story. They saw a player who was constantly proving doubters wrong. They realized he'd value being believed in over being bought.
Olugbemi. Adeyinka Ogunleye
By 2023, Curry Brand alone generates over $1 billion annually. Nike's "savings" of $5 million per year cost them an estimated $14 billion in market value. That's a 9,333,233% mistake. But the mispronounced name wasn't the real problem. The real problem was systematic: Nike had built a machine optimized for efficiency, not relationships.
Olugbemi. Adeyinka Ogunleye
For some context - Under Armour was tiny in basketball. Nike owned 90% of the market. But their CEO Kevin Plank saw what Nike's data couldn't capture: Curry's was a phenom, inside and outside of sport. So, they made an offer that defied every conventional metric: When Curry signed with Under Armour in 2013, their basketball revenue was $14 million.
Olugbemi. Adeyinka Ogunleye
But Nike missed something crucial: They weren't just paying Steph Curry for an endorsements. They had the opportunity to buy into a relationship. Something that is invaluable in today's world. And while Nike were making a costly mistake... Under Armour was taking notes
Olugbemi. Adeyinka Ogunleye
Dell Curry, Steph's father said the meeting felt "cold and transactional." Nike treated him like a commodity, not a partner. They had all the data showing off his value... A blind man could've seen his worth.
Olugbemi. Adeyinka Ogunleye
The Nike executives mispronounce your name. "Stephon" instead of "Stephen." They show you a PowerPoint presentation made for Kevin Durant. His name is still on the slides. Their offer? No where close to what you deserve...
Olugbemi. Adeyinka Ogunleye
You're Stephen Curry and you've just had your breakout season. Leading Golden State to the playoffs for the first time in 6 years. You walk into Nike headquarters expecting to feel valued... But something unbelievable happens: