“The Wave obviously thought of Buster Roth as a lower thing, a big-time college coach who made more than a million in salary plus at least twice that in endorsements, public appearances, life-is-like-a-basketball-game motivational speeches for businessmen, and swoosh deals, as they were known because of the swoosh symbol of the Nike company, still the biggest swoosh dealer of them all. In a swoosh deal, the coach dresses the entire team, from top to bottom—jerseys, shorts, basketball shoes, and socks—in the company’s products, with each item identified by a logo—in return for . . . nobody ever seemed know exactly how much. But it was known that Nike all by itself had a $200 billion advertising budget and that swooshing, also known as ‘branding,’ was their most important form of advertising. As coach of last year’s national champions, Buster Roth had just signed a new swoosh deal, this time with the up-and-coming And 1. The numbers being bruited about were phenomenal. Whatever the sum, every cent of  it went to Coach.”

—Tom Wolfe, I am Charlotte Simmons, 2004.