Perhaps this is how Nike missed. Years of promoting Michael Jordan descendents made them oblivious to a player who shot the ball over that whole paradigm. It left them vulnerable to Kent Bazemore, and a company with less than 1 percent of the sneaker market. The next frontier of flight didn’t happen to be the next frontier of basketball. The next frontier happened to be Steph Curry, whose launches aren’t leaps, yet whose range commands a zeitgeist.
Nike could have re-signed Curry for just $4 million — a mistake that is now costing them billions.