Nike

How Nike Lost Steph to Under Armour

IT’S OCT. 7, 2015, and the Cavs are hosting the Hawks in Cincinnati. It’s the NBA preseason, a nothing game, really — save for one detail: LeBron James is debuting his new, flashy signature sneaker, the LeBron 13. On this nothing night, the bright yellow shoe is a beacon beaming out to younger hoops fans around the world. It is…