Ray Lewis

Jonathan Daniel/Getty Images

Ray Lewis

Power 100 rank: 78
Sport: NFL/Baltimore Ravens—LB
Age: 34
Most recent notable achievement: 2009 NFL All-Pro Team
Earnings: $12 million
Key sponsors: Under Armour

Why he's on the list: Lewis remains one of the most feared hitters in the NFL and has parlayed his toughness into partnerships with companies hoping to borrow that image.