Have money, need consumers

Shoe companies can no longer rely on top athletes to succesfully pitch a sneaker. Darren Rovell on the reshaping of selling shoes.

Updated: July 11, 2005, 12:18 PM ET
By Darren Rovell | ESPN.com

It used to be easy.

Sign a star basketball player.

Make a signature shoe.

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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 ...

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