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A tiny upstart apparel company called CRONS (Come Ready Or Never Start) hit paydirt when the only team it endorses – Robert Morris University – made it to the NCAA tourney. This would be the branding equivalent of winning powerball if RMU takes the title. I’m always one to vote for the little guy, but I wouldn’t hold my breath on this one.

Importantly, I’m not concerned that ‘this is a new Under Armour’ coming onto the scene. The product pales in comparison to UA and NKE, and without a few hundred million in startup capital (which is not flowing too freely these days) it lacks the infrastructure to compete.