In the early 1960s, Arnold Palmer was more than a golfer: He was a superstar--the Elvis Presley of sports. With his horde of fans (Arnie's Army) and his pomaded pompadour, Palmer brought golf to the masses. He could dress, too, favoring flat-front gabardine pants with a heavy crease and wool cardigans. And those fitted golf shirts: "There was some talk that maybe my muscles were too big for the shirts," Palmer admits today. But sportswriter Frank Deford has testified that Palmer's cool came from those L&M's: "All America had this image of Palmer taking a cigarette out of his mouth, throwing it on the green to putt, and then sticking it back in his mouth. It was golf's equivalent of Bogart and Bacall. It's odd to think of a cigarette as an athletic totem, but back then it was sexy. Palmer with a cigarette was like those old convertible ads with a beautiful woman sitting in the front seat and her scarf blowing in the wind."