The typical person will almost always seek to wrap their self up in - associate with - an identity greater than their own existence. Whether that's a sports team, or Alexander the Great, or a long dead empire or culture, or the success of another person/company/thing. It's seemingly so common as to apply to almost everyone on the planet I'd wager.
I think even unusual persons - those able to stand apart from standard tribalism - end up doing it to one degree or another. For example even if you focus on work, or art, instead of relating yourself to typically tribalistic things culturally, you end up wrapping your identity up in that work/art/stuff/hobby (consciously or subconsciously).
Have you ever seen people on forums lead a comment with: "I'm from such and such place, and here's how we do a thing" - they're borrowing credibility for their self, from some past people that built that credibility. I'm from Greenland and here's why we're so amazing and why you suck so much. It's exceptionally common all over discussion forums. They've wrapped themselves up in an identity greater than their self, they want to associate with it and steal some of the perceived value/amazingness (that they weren't responsible for creating).