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Sports apparel and footwear giant Nike (NYSE:NKE) is one of the world’s most popular brands. The company also controls about 90% of the $2.4 billion basketball footwear market. Nike knows how to associate its brand with winning teams, both in professional sports and college sports. One of the teams Nike sponsors is the University of North Carolina. The Tar Heels won it all in 2009, and this year many pundits — including even President Obama — picked the school to hoist the championship trophy again. Fortunately, Nike shareholders shouldn’t suffer from the Tar Heels loss to Kansas in the Elite Eight round.

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