Jarod talks about the dominance of Nike and Under Armour this year and how they outperformed all other competition in the clothing industry in one of his earlier blog posts. Both of the company’s stock prices have increased dramatically this year. This is partially due to the stellar season of some of their athletes. For example, Under Armour sponsors PGA Tour golfer Jordan Spieth, who just won his first two majors this year – The Masters and US Open. Seeing Jordan wearing the Under Armour logo, winning two of the biggest golf tournaments of the season, will no doubt inspire others to get a taste of victoy by purchasing Under Armor clothing. Nike has also experienced a great season with the athletes it sponsors. One of the athletes they sponsor is one of the greatest soccer players of all time – Cristiano Ronaldo, who scored 61 goals last season (beating Lionel Messi by 3 goals). Although we have not talk about using athletes to promote a business in class, I think it is an essential part of a business that already has a strong foothold in an industry – such as Nike and Under Armor. Having an athlete performing at the top of his game gives the company that extra edge, pushing consumers to purchase their product and the idea that “winners” wear the same product.