The hottest seller of the vintage bunch? The #2 black-and-gold Purdue University jersey worn by now -ABC commentator Bob Griese, who quarterbacked the Boilermakers to the Rose Bowl in the mid-1960s. Said a Detroit-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 sel product as well, as MLB Properties and Finish Line did for Snoop Dogg's 2004 Projekt Revolution summer tour (which also featured Linkin Park and Korn).