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From Audible Originals, I'm David Brown, and this is Business Wars. Back in the 1980s, when Michael Jordan signed a lifetime deal with an upstart running shoe brand called Nike,

choosing them over-established footwear giants like Converse and Adidas,

that revolutionized the signature sneaker landscape and catapulted Nike to the top of the marketplace.

Well, Under Armour made a similar place signing Steph Curry in 2013 with, let's say, mixed

results.

But one thing is clear nowadays.

Every star athlete needs a signature line from shoes to apparel and athleisure.

And with the rise of newer international brands like

On and Anta, athletes have more choice than ever when it comes to finding the perfect fit for

their shoe deal. The jury sell out on whether the Nikes and Adidas of the world are feeling

the heat. Here to unpack, or should I say, unbox all that, is sneaker and

sports tech industry reporter Tim Newcomb. Tim's work has appeared in Forbes, Times, Sports Illustrated

Esquire, and more. He chronicled Kobe Bryant's signature kicks and tennis legend Roger Federer

split with Nike. We'll talk about the rise of the signature shoe, the new players in the sneaker game,

and how Under Armour picks up the pieces of the Steph Curry fallout.

So lace them up.

That's all ahead.

Tim Newcomb, welcome to business wars.

Thank you, David.

I appreciate you taking time to have me.

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