Think about it. What do you think the most important jumpshot you could ever take would be? I imagine most people envision an NBA Finals Game 7, maybe an NCAA Final Four game down the stretch, or a State Championship game at the buzzer. Or even (my personal favorite) something similar to this: We all spend so much time trying to perfect our jumpers for those big games and big moments. As soon as something feels off, or wrong, we need a quick answer to the problem. And we

It feels a bit like a basketball arms race. Each of the 3 major shoe companies (Nike, Adidas, and Under Armour) fighting for the eyes, ears (and feet...) of young middle school and high school athletes has their own strategy for gaining more of the market share. And it is BIG BUSINESS. Just look at the multi-million dollar deals they give to the stars in each of the major professional sports, not to mention the contracts they strike up with major college programs. When focus