Chapter 236: Lockdown.
The battle between Under Armour (UA) and Nike started long before Han Sen left the Cavaliers—or rather, it never stopped. As the dominant force in sportswear, Nike has always faced competition, with Adidas previously leading the charge. However, as Han Sen thrived in the NBA and UA's market share soared, UA gradually replaced Adidas as Nike's fiercest rival.
Signing Curry was only the beginning for UA. They've been actively courting players like Harden and Irving. Beyond recruiting new faces, there's also the initiative Han Sen was briefed about: 'Operation Guillotine.'
With Kobe nearing retirement, Nike's flagship athletes are now LeBron James and Kevin Durant. Yet both have been repeatedly outperformed by Han. Durant suffered losses against Han during his Thunder days, then moved to the Heat's superteam only to face further humiliation. And who could forget the infamous 'bathwater' incident that shattered his image?
LeBron's story is even grimmer. Han beat him so thoroughly that he was traded twice within three years, entering what fans mockingly call the 'Nomadic Phase.'
UA's 'Operation Guillotine' hinges on this narrative. Its ultimate goal? To force Nike to drop LeBron when his contract expires in summer 2014.
Nike's investment in LeBron has been unparalleled. To put it in perspective: their $140 million contract in 2011 was just the 'adoption fee'; the real cost has been the endless PR campaigns and damage control. That's why, even after LeBron's underwhelming stint with the Thunder, Nike kept backing him—they needed to recoup their losses.
But renewing LeBron isn't simple. If his on-court struggles persist, re-signing him could mean even greater losses. UA would be thrilled if Nike shifted its focus to Durant, who lacks LeBron's marketability and obedience, further diluting the brand.
Most importantly, both LeBron and Durant remain ringless, a stain that drags down Nike's reputation. Summer 2014 is shaping up to be a pivotal moment for UA's battle against the giant.
Back to the present: Han's task is to dominate LeBron on the court and in the media.
Contrary to preseason expectations, the Knicks are performing exceptionally well, sitting third in the East behind the Heat and Pacers. With a well-constructed roster, LeBron has been thriving. Benefiting from the Verticality Rule, he's averaging 30 points, 7.5 rebounds, and 6.9 assists per game, ranking third in the latest MVP race behind Durant and Han.
This has reignited celebrations among LeBron fans, who argue that his Thunder struggles were due to Russell Westbrook. They claim LeBron is still the league's best and that if Carmelo Anthony had stayed in New York, the Knicks would be the NBA's top team.