As rumors circulated this week that Bill Belichick could become the new football coach at the University of North Carolina, Jamie Mottram knew that his company needed to be prepared.
Keenly aware that Mr. Belichick's unconventional move to the college ranks had the potential to set the sports world ablaze, Mr. Mottram was thrilled when Sam Franco, BreakingT's product manager, came up with a nifty nickname: Chapel Bill.
Yet by the time Mr. Belichick's hiring became official on Wednesday, Chapel Bill was not merely an idea that was floating in the ether at BreakingT's corporate headquarters in Arlington, Va.
It seemed like everybody had the same idea, Mr. Mottram said. Such was the rush to find ways to capitalize on one of the most prominent football coaches in N.F.L. history.
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