By the end of 2003, the throwback trend was in full force. Manufacturers involved in licensing, such as Majestic, had jumped on the trend, turning out cheaper items without player names or numbers for as little as $45. Russell Athletic introduced a line of college football throwbacks featuring gril stars of yone, including Marcus Allen (University of Southern California). Dick Butkus (Illionis), John Elway (Stanford), Bo Jackson (Auburn University). Deion Sanders (Florida State) and Jesse Sapolu (the University of Hawail), in large part because, as noted earlier, current NCAA amateurism rules forbid schools from licensing or selling jerseys bearing the names of current collegiate players. The hottest seller of the vinlage bunch? The #12 black-and-gold Purdue University jersey worn by now-ABC commentalor Bob Griese, who quarterbacked the Bodermakers to the Rose Bowl in the mid-1960s. Said a Deinct area retailer who has sold many throwbacks, Griese’s included, the market is “almost entirely urban.” The impact of rappers and hip-hop culture on moving the licensed and branded product market has not gone unnoticed by the industry giants either. Because 80 percent of Reebok’s sporting apparel isn’t used in sporting activities at all, but rather worn for fashion, the company recently signed Jay-Z, 50 Cent, Mary J. Blige, and producer/performer Pharrell Williams to endorsement deals. Leagues and retailers were beginning to contract directly with hip-hop stars to sell product as well, as MLB Properties and Finish Line did for Snoop Dogg’s 2004 Projekt Revolution summer lour (which also featured Linkin Park and Korn). The deal called for Snoop to wear MLB Authentics hats and jerseys in the 20 MLB markets on the tour. Finish Line used Snoop in back-to-school in-store promotions, and MLB also created for the tour a 53-foot (16-meter) “Access to the Show” trailer, replete with batting and pitching cages and a selection of merchandise. (68)