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Evan Turner markets Li-Ning shoes

Updated: November 14, 2010, 12:09 PM ET
By Chris Palmer | ESPN the Magazine

LOS ANGELES -- Outside the W hotel in Hollywood on a crisp autumn morning trucks of a film crew line the streets as workers lay down miles of cable, adjust lights and set up Christmas decorations for a commercial that will shoot at the ritzy hotel. Extras in elf costumes carrying volleyball-sized Christmas ornaments are being funneled to and fro by well-dressed production assistants who look like they've stepped off the pages of some high fashion catalogue.

The place is buzzing and ...

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