The push to buy the latest gear is a familiar feeling to most athletes. When we examine the root of this pressure, it spurs from the very companies manufacturing this equipment. This is unsurprising as their very business model is based off of athletes buying new gear from them. Without consistent business, these companies would go out of business which is why many of them sponsor elite athletes to advertise their products in the hopes of influencing potential buyers. Often, newer products give a false boost of confidence. While the product may not actually improve an athletes performance, the mentality it gives them may. In our society, expensive and new gear is often associated with being better at a sport. This is subliminally messaged to younger generations through professional athletes social media, ads, and even viewing a professional sport. When you watch a pro athlete compete, they wear the newest, most expensive gear bearing the logo of their sponsor. When you watch someone excel at a sport wearing this gear, your brain associates their success with the product which improves the likelihood of you purchasing that product. Sports companies are very familiar with this concept, which is why we as consumers can work to disrupt this cycle. When you go to purchase new sports gear, ask yourself if you truly need this equipment or merely wish to own it?