Do you know who this athlete is? This firm hopes you do.

Enduracool display at Canadian Tire, Cambie Street, Vancouver

Enduracool display at Canadian Tire, Cambie Street, Vancouver (Detail)

Christine Sinclair is probably the best known player on the Canadian women's football (soccer) team. The current captain, she has played for Canada over 200 times and has scored over 150 international goals.

Despite Canada's exit from the Women's World Cup at the hands of England, Sinclair was one of the stars of the match, scoring Canada's only goal in a 2-1 loss.

So it is not surprising that the makers of the Enduracool towel would sign up a player such as Sinclair. But this deal cuts both ways. The athletes that promote Enduracool also become part-owners of the firm.

So, if this product succeeds then everyone wins. The consumer gets cool, Enduracool makes a sale, and Christine Sinclair builds up a little something for her retirement.