Many of the participants held clear opinions towards the brand of apparel and equipment companies that they preferred. The reasons for these preferences, however, differed, which resulted in the emergence of two secondary themes under the category of performance versus image. The first of the secondary themes is the perception held by many of the participants that you must be good if you have good stuff. There was an overwhelming response towards the Nike brand, followed closely by Under Armor, as being the superior brands for football. Roger said for example: [It’s] usually pretty big schools are sponsored by Nike. I mean, you’re not going to see schools like Alabama or USC sponsored by New Balance.