Nike Missed Out Because of Bravery Issue

Back in 2012, Nike made a bold bet:

They signed a scrawny, unproven NBA rookie.

His name was Stephen Curry.

But they didn’t listen.

They mispronounced his name in a pitch meeting.

Used recycled slides from another athlete.

Treated him like a checkbox.

So what did Nike do next?

Nothing.

They played it safe. They didn’t fight to keep him.

And that’s when Under Armour, a much smaller competitor at the time, stepped in with something Nike didn’t offer: belief.

They gave Curry a signature shoe. A real partnership.

And the courage to be the face of their brand.

Curry went on to become one of the greatest players in NBA history.

Under Armour soared.

Nike missed out, not because of a talent issue, but a bravery issue.

Because bravery in business means seeing people before the world does.

It means taking risks before the data guarantees them.

It means acting boldly before it's popular.

Bravery isn’t a value you add to the list.

It’s the guiding principle that fortifies all of your values.

So the question is:

Are you training your team to be brave?

Or just hoping they are?

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