"For high school kids Under Armour is the badge of authenticity that says I really am an athlete, " says Matthew Powell, analyst at the research firm SportsOnesource.

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Matthew Powell, an analyst for SportsOneSource, doesn't agree.

FORBES: The Dunk Man

Lee Byrne, Jamie Roberts, Andy Powell, Matthew Rees, Adam Jones, Scot Mike Blair and England flanker Joe Worsley will also play their first Lions match.

BBC: Earls given nod for Lions opener