At the 1996 Olympics in Atlanta, Nike handed out caps at transport hubs that spectators wore into the stadium-to the consternation of Reebok, a sponsor.

1996年亚特兰大奥运会上，耐克公司在交通枢纽分发帽子，观众们戴着帽子进了体育场——这让赞助商锐步公司措手不及。

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But before a single war room phone rings, and prior to the donning of any brand new Nike team caps, a week at the scouting combine in Indianapolis (February 20-26), gives football fans the chance to punch up the NFL Network and join stopwatch-toting GMs in evaluating the latest crop of linemen as though they were livestock.

CNN: Football season's over. Now what?

Sponsorships for free boards and wetsuits are assumed, yet the Dominican Republic, Vans footwear, New Era caps, Pabst Blue Ribbon beer, and recent market entry Nike underscore the diversity and profit potential of catering to the surfing lifestyle.

FORBES: Wipeouts the Norm, the Surfing Industry Grows (Up)