The men's grooming category has long been dominated by shaving cream and razor blades. But Procter & Gamble, Unilever, Beiersdorf, Dial and other major players on the health and grooming landscape have devoted time, energy, dollars and marketing to convince men that even tough guys need to pay attention to their hair and skin.

Time and again, celebrity scandals show the risks associated with having stars take on too broad of a brand endorsement role. Just because somebody is a top athlete or an amazing singer or actor, it doesn't necessarily mean he or she can be a moral values role model.

For today's fans, guarantees mean providing a welcome and consistent escape from outside distractions. They mean embracing what our recent research shows to be a "re-cocooning" of society around communities that share a commonality of values and an appreciation and respect for a heightened family focus.

It may happen sooner than you think. My bet is that it starts this summer as a storm of soccer is coming our way -- and it's only going to increase from here. With the 2010 FIFA World Cup kicking off in June in South Africa, all signs point to soccer fever spreading throughout 2010 and beyond. Our coveted American sports should stand up and take notice. Why? Here are 10 compelling reasons.