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If you can't beat them, avoid them.
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This year's must-have Silicon Valley office accessory: a $199 bear costume
Chris Graythen/Getty Images
Power 100 rank: 41
Sport: Nascar driver
Most recent notable achievement: 2nd place overall in 2009 Sprint Cup Series
Earnings: $7.3 million
Key sponsors: GoDaddy.com, Kellogg's
Why he's on the list: Martin has been a top Nascar driver since Jimmie Johnson was in diapers. Yet he has maintained an edgy image and as a result can reasonably partner with just about any company.