Steph Curry taught me this

I finally saw Steph Curry play live on Friday.

Big kid bucket list moment. Check.

He's played for the Warriors for 17 years. I live down the street from the arena. And I'd never seen him play in person.

It's wild. It's cheaper to fly across the country and see him play in another city than it is to get tickets at Chase Arena.

But Friday night my wife and I said screw it. We went.

We were like kids in a candy store — holding our collective breath while Steph drained 3’s.

Now here's what most people don't know about Steph right now...

He's a sneaker free agent.

He helped build Under Armour's basketball brand. Now they're parting ways. And everyone wants to know what he'll do next.

If he wants a cash grab, he could start a bidding war. Nike, Adidas, Reebok would all throw money at him.

Nike could pay the most. But would he get lost behind Jordan, LeBron, and Kobe?

Adidas or Reebok could make him their main guy. But is that enough?

Here's what I find interesting...

Tennis legend Roger Federer faced this same choice in 2018.

He left Nike after 24 years. Nike wouldn't give him a no-retirement clause. So he bet on himself instead.

He walked away from a $10 million per year deal. Then he invested his own money into a small brand called On Running.

His investment got him 3% ownership.

Today, in 2025, his stake is worth over $500 million.

Let that sink in.

Most coaches and course creators I work with think they have to copy everyone else.

"I'll do a course because my friend got rich from courses."

"I'll do 1:1 coaching because I see someone crushing it with that."

But they never ask the real question: What do YOU actually want?

What matters to YOU?
What would make YOU happy on the journey?

There are a million ways to make money. But only one way to enjoy making it.

Do what fits your life. Not someone else's.

I have no doubt Steph will figure out his next shoe deal. But I'm most curious about his intention behind whatever he chooses.

If he plays business like he plays basketball, it'll be filled with joy. And probably a lot of threes.

Cheers,

Jason