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The company was scrappy but owes its success to more to DoD by airborneirish
than sports. The US Military is what really helped it ramp from 2002-2005, ordering hundreds of thousands of the shirts and other gear. I was part of PEO Soldier when we started ordering them for troops deploying to Iraq and Afghanistan. Same thing with camel back. Prior to 2003 it was doing a couple million in sales.