"Already we have identified substantial savings, and in the days and weeks ahead, we will continue going through the budget, line by line, and we will identify more than 100 programs that will be cut or eliminated,".
VOA: standard.2009.04.25
Lt James MacDonald of the third Battalion The Parachute Regiment put himself in the firing line to identify a Taliban sharpshooter earlier this year - before leading a team to neutralise the threat.
Though it also uses celebrity endorsements like Blake Griffin, Rajon Rando, Reggie Bush, it has yet to develop or identify one product line with a celebrity.