One person in particular stood out when LeBron James made NBA history—they were missing their phone. This guy’s identity is unknown. Do you remember a time in your life when you didn’t have siblings, prior to the development of cell phones? How did you capture memories without a camera or video recorder? What was it like to attend concerts or athletic events prior to social media? These are worthwhile inquiries to think about.

I laugh aloud as I say this, but it’s the truth. As LeBron James accomplished something historic, everyone rushed to get the shot on their cameras. It makes sense—it’s an enticing temptation to be able to maintain such a singular experience permanently. Unless, of course, you’re too carefree to be bothered with that kind of stuff.

In today’s culture, social media has become an integral component of daily life. It’s common to see people glued to their screens and snapping images of everything. This is especially true in significant moments, such as when James made the game-winning shot and the crowd went crazy. However, if you examine the image more closely, you will notice that one person stands out from the others. Unlike the others in the group, he is not preoccupied with snapping images on his phone. Instead, he is staring at LeBron, and based on the smirk on his face, it looks like he knows what’s about to happen. So, the issue is: Who is this enigmatic individual in the photo who is rejecting the culture’s fixation with smartphones?

Let me introduce you to Phil Knight, co-creator and honorary chairman of the globally recognized Nike brand. Over twenty years ago, Knight was the one who convinced LeBron James to join the team, and their business partnership has been successful ever since. In 1964, while still a college student, Knight co-founded the company with Bill Bowerman. It started out as a distribution company, but today it has partnerships with athletes from all over the world and is estimated to be worth about $200 billion.