Sport is a way of life. It requires devotion and commitment every single day and involves many facets that go beyond practice sessions and matches.
This is also true of their fans.
Brands that blend devotion into the traditional mix of performance and strength tap into the primary motivational needs of both athletes and fans.
Devotion expresses loyalty and even worship, qualities found within the feeling tone of the Romantic.
That's why fans always have faith and believe.
It's because of their Romantic love and devotion.