While other Super Bowl sponsors like Instacart, Pringles and Bud Light will trot out famous faces like Ben Stiller, Sabrina Carpetner and Post Malone, Tecovas will do nothing of the sort. Instead, the small leather-apparel company will run a commercial that has already streamed frequently on YouTube and other media venues. Hiring a celebrity wouldn’t feel authentic, says Krista Dalton, the company’s chief marketing officer. “We don’t put boots on feet that don’t want to wear them,” she says