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Feet in the other shoes

Updated: September 16, 2004, 9:30 PM ET
By Darren Rovell | ESPN.com

It was Nike that helped create today's sports marketing landscape in which shoe companies look around for prospects alongside NBA scouts to make sure the next Michael Jordan doesn't pass them by.

Shoe companies sponsor AAU teams, allowing it to tap the high school ranks. They sponsor the all-star games in which prep players showcase their talents before leaping to either college or the NBA. And just in case it's not the NBA, shoe companies sponsor college teams and fill the pockets of their ...

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