The fourth activity in the commodity chain of footballs is purchasing. After the balls have been transported to distributors, they are then bought by various types of customers and through various methods. For example, the NFL purchases footballs in bulk from Wilson, to be used in games and practices. Another customer that purchases footballs in a similar fashion is universities, who purchase footballs for use by their teams and recreational facility members. This is a common way of purchasing for larger customers. For smaller customers, such as individual consumers like you and me, purchasing in bulk is not ideal. For these customers, footballs can be purchased individually at retailers, like Dick’s Sporting Goods and other such stores. The purchasing step of the commodity chain for footballs varies slightly based on the customer’s needs and preferences, as well as their environment.