4. Sam Snead
No golfer between Bobby Jones and Tiger Woods was as iconic as Snead. With his coconut-straw hat and long, syrupy swing, he was the one golfer that even casual fans could identify at a distance or in silhouette. With the help of agent/promoter Fred Corcoran, Snead polished his backwoods persona into a caricature that appealed to fans and marketers alike. "It's called color," wrote Rex Lardner, "and Slammin' Sam Snead has enough color to outfit a couple of rainbow factories."