The selection of vaulting poles can be a difficult decision that has to be made primarily by pole vaulters themselves. Some vaulters insist on using a particular pole brand regardless of its high expense. This paper therefore discusses the issue of pole vaulters' brand loyalty to Gill and UCS poles. In-depth interviews were conducted with 10 pole vaulters, including coaches. The results show that most pole vaulting beginners prefer poles from the Gill brand, while higher-level vaulters seem divided between UCS and Gill poles. A variety of reasons were given for the preference for various poles, including flexibility, changes in preference as vaulters' skill level progresses, and so on. Brand loyalty was therefore shown to vary among beginners and higher-level vaulters, as well as among individual athletes.