I am a Green Bay Packers fan.  In fact, I am an owner.

I have also been a State Farm Insurance client since I turned 16.

So, I thought it was great when I started seeing Packers’ MVP quarterback Aaron Rodgers as a pitchman for State Farm.  I liked them both and I still do.

For the first time that I can recall, we have seen an athlete’s “signature move” become a commercialized part of our pop culture.

Glenn Burke of the Los Angeles Dodgers gets credit for inventing the “high five” on Oct. 2, 1977, but he never turned it into a commercial endorsement.

Baltimore Bullets guard Fred Carter supposedly created the “fist bump,” in the ‘70s, but didn’t get a dime for his efforts.

Rodgers began his “championship belt touchdown celebration,” now known as the “Discount Double Check,” about three seasons ago.  He’s cashed in with his State Farm endorsement deal and has tongue-in-cheek commercials that rival those featuring fellow quarterbacks Peyton Manning, Eli Manning and Drew Brees.

The Discount Double Check is simply a signature move gone viral.  And a tremendous success story of a now-branded everyday activity.