When did we all decide to become walking billboards?

When I a kid, you just had a T-shirt or a hoodie. No logos, no markings, etc. Now it is almost impossible to find just a plain T-shirt. Everything has a logo. So, I'm now paying to be a walking billboard for Adidas, Nike, or whoever. When did this change? Why are we okay with that? Is it really important that we show off what brand we are wearing...especially if everyone else is also sporting a brand. I'm paying to market someone else's goods. I'm both buying a product...but I'm also the product. At least pro athletes get paid and get free gear.