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National Championship Stakes For Nike & Under Armour
CNBC.com | January 10, 2011 | 10:32 AM EST

When Oregon and Auburn take the field tonight to do battle for the BCS National Championship , two shoe and apparel brands will be facing off as well: Nike versus Under Armour.

Nike , the largest shoe and apparel brand in the world, outfits Oregon, while Under Armour , which hit $1 billion in sales for the first time in 2010, covers Auburn head to toe in its interlocking UA logo.

So how important is this to the bottom line of both brands? Try next to nothing given the scope of their businesses. It's more of a "anything you can do I can do better" type of thing.

Last night, Nike was projecting Oregon's logo and its swoosh on Camelback Mountain , while Under Armour Auburn ads adorned nearly every billboard surrounding University of Phoenix stadium where the game will be played.

The bragging rights game takes on a little bit stronger meaning because Nike chairman Phil Knight is Oregon's biggest booster. The man has a headset in his suite to hear the playcalling and has made it a tradition for the team to change some part of its uniform for every game. There's a specially crafted combo for this game of course.

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