Under Armour

ESPN's epic on Nike losing Steph Curry: Yes, that 4:13 Bible reference is part of the story

The Golden State Warriors won another NBA game last night, which is not newsworthy in and of itself since the team has been winning at a 90-plus percent rate this year.

However, this was a tough road game against the Utah Jazz and this win makes it highly likely the Warriors -- with a string of home games ahead -- will break one of the most famous records in sports, the 72-10 season by Michael Jordan's Chicago Bulls in 1995-96.

Golden State is led, of course, by reigning MVP Stephen Curry, the baby-faced gunner whose long-range shooting is changing the balance of power in pro basketball. Clearly, The Stephen Curry Moment (click here for my take on the New York Times piece on that) is not over, as you can see by taking a quick trip to ESPN's "Nothin' But Steph" page.

As you would expect, Curry's commercial value is soaring along with his fame. This brings us to an amazing ESPN story -- "You won't believe how Nike lost Steph to Under Armour" -- that ran the other day about how, yes, the powerful, but lazy, gods of Nike basically shunned Curry as a client, with the young megastar jumping into the shoes of the under-dog Under Armour. This 5,000-plus word ESPN epic was so buzz-worthy that The Washington Post ran a story about the story.

GetReligion readers will not be surprised to learn there was a religion angle in this story, one consistent with Curry's strong and very public Christian faith.

GetReligion readers will also be shocked, shocked (not) to learn that this angle is nowhere to be found in the ESPN piece. This is rather hard to do, in light of the fact that Curry has -- since arriving at Under Armour -- been allowed to use "Charged by Belief" as the motto for his brand. Another hint: You will find a "4:13" reference on the Curry shoes, but not in the ESPN feature. Hold that thought.

So how did Nike lose Curry as a client?


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How would Stephen Curry answer this: What does The Stephen Curry Moment mean?

If you are a sports fan and you are currently paying any attention to events on Planet Earth, then you know that we are in the middle of The Stephen Curry Moment.

How long will this last? What is the meaning of this drama, with the elite priests of the sports-journalism world trying to figure out What It All Means? Why is his excellence causing a national debate involving some of the legends of the game? What does it mean when The New York Times runs a long feature under this headline:

It’s Stephen Curry’s Game Now
The Warriors’ butterfly with a jump shot, Curry is changing how we understand basketball

The Times concludes that Curry is transcending his sport and represents an evolutionary breakthrough along the lines of a Babe Ruth or a Wayne Gretzky. The giant photo with the piece captures Curry at the release point of his perfect jumper, with his eyes focused on the target and the most deadly right wrist in sports -- complete with its large tattoo in Hebrew -- in perfect position.

What Hebrew tattoo? Ah, there is the part of the mystery that the Times team has no interest in pursuing. The tattoo (his wife has the same one, and has been studying Hebrew for several years) is an excerpt of 1 Corinthians 13:8 that translates to “love never fails.” It's a statement about their faith, their marriage and their family. Here is the wider context in that New Testament passage:

Love is patient, love is kind. It does not envy, it does not boast, it is not proud. It does not dishonor others, it is not self-seeking, it is not easily angered, it keeps no record of wrongs. Love does not delight in evil but rejoices with the truth. It always protects, always trusts, always hopes, always perseveres.


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