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Have money, need consumers

By Darren Rovell
ESPN.com

Thursday, July 7, 2005

It used to be easy. Sign a star basketball player. Make a signature shoe. The Ultimate Sneaker Bracket: Which sneaker was crowned the best ever? The Ultimate Sneaker: Page 2 designs the basketball sneaker with everything. The shoe with a brain: We test run the high-tech adidas_1. Put him in a cool commercial. Sell lots and lots of sneakers. But reaching the 12- to 24-year-olds, who often spend more hours playing basketball video games than watching the NBA or playing hoops, ...

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