And brands are still willing to pay millions of dollars for their name on a piece of equipment, a jersey, a tee-shirt, or a shoe.

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As for T-shirts, a size small, short-sleeved number from Ralph Lauren Sport equates to a medium "Favorite Tee" from Gap, and a size 18 crew-neck T-shirt from Petit Bateau.

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As for T-shirts, a size small, short-sleeved number from Ralph Lauren (nyse: RL - news - people ) Sport equates to a medium "Favorite Tee" from Gap, and a size 18 crew-neck T-shirt from Petit Bateau.

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