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The new gold standard

Updated: July 15, 2004, 8:50 PM ET
By Darren Rovell | ESPN.com

While Michael Phelps is breaking records at the U.S. Olympic swim trials, his agent Peter Carlisle is firming up details for an elaborate post-Olympic marketing plan.

Phelps hasn't won a gold medal yet, but given the small window of opportunity afforded to Olympic athletes whose fame is so often fleeting, Carlisle is piecing together a plan that will capitalize on Phelps' anticipated popularity. Calendars, books and possibly even a television special of Phelps' life are in various stages ...

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