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In 2009, Tiger Woods was the most famous athlete on the planet, a transcendent star of almost unfathomable fame and fortune living what appeared to be the perfect life - married to a Swedish beauty and the father of two young children. Winner of 14 major golf championships and 79 PGA Tour events, Woods was the first billion-dollar athlete, earning more than $100 million a year in endorsements from the likes of Nike, Gillette, AT&T, and Gatorade. But it was all a carefully crafted illusion. As it turned out, Woods had been living a double life for years.

If you’re a sneaker head, you know him as the Savior of Nike. If you’ve watched Air you saw Matt Damon’s portrayal of the man who discovered Michael Jordan and how he revolutionized the payment structure of endorsements for athletes. Legends and Soles tells Sonny’s story – his blind-sided firing by Nike Chairman Phil Knight, the landmark 2021 Supreme Court decision that upended big-time college sports, the countless days and nights of watching athletes compete, and so much more that only Sonny can retell.

College football has never been more popular - or more chaotic. Millions fill 100,000-seat stadiums every Saturday; tens of millions more watch on television every weekend. The 2013 Discover BCS National Championship game between Notre Dame and Alabama had a viewership of 26.4 million people, second only to the Super Bowl. Billions of dollars from television deals now flow into the game; the average budget for a top-ten team is $80 million; top coaches make more than $3 million a year; the highest paid, more than $5 million.

We are living in the Wild West of college sports. Name, Image and Likeness endorsements, the transfer portal, collectives, conference realignment, the powerful influence of media companies have all rendered the notion of amateur athletics a quaint relic of the past, replaced by a Brave New World where money and self-interest rule. The Price is a sweeping, in-depth, thought-provoking look at an inflection point in big-time college football.