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WEDNESDAY, NOVEMBER 25, 2009
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6

This Guy Will Be Selling You Stuff Very Soon

He proves his endorsement prowess

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(Newser) – Outside the realm of the NBA, Dwight Howard is hardly a household name. Just you wait, reports Advertising Age. The 23-year-old star of the Orlando Magic seems to have it all—youth, charisma, eccentricity, character—and advertisers are taking notice. Howard has a ton of endorsement deals already, most notably with Adidas, but he's largely been relegated to supporting roles in ads. Industry insiders think that's about to change.

"We're seeing that transformation now," says a marketer. "He's established himself as a dominant force." Nearly 9 million viewers tuned in to watch Orlando crush LeBron James' championship dreams, and Howard's jersey sales bumped up to No. 6 from 10 in the regular season. As the 7-footer faces the Lakers later tonight, advertisers will be tuning in along with hoops fans.

Howard has more endorsement deals than any other NBA player.
Howard has more endorsement deals than any other NBA player.   (AP Photo/Chris Carlson)
Howard's eccentricity ads to his brand. He wore a Superman cape to the Slam Dunk competition.
Howard's eccentricity ads to his brand. He wore a Superman cape to the Slam Dunk competition.   (AP Photo/Chris Carlson)
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He has the performance and he has the personality. You can market him like a high flier. - Ryan Morlan, global director of basketball communications for Adidas

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6 comments
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Robert_Dada
Jun 4, 09 5:40 PM CDT
But I won't be buying. Reply
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-1
IN RESPONSE:
Forderon
Jun 5, 09 12:21 AM CDT
Then why do you keep going around posting negative comments on sports stories if you don't care?
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IN RESPONSE:
Robert_Dada
Jun 5, 09 6:25 AM CDT
My disgust of professional sports compels me.
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cnguyen
Jun 4, 09 5:41 PM CDT
The only magic that matters is Magic Johnson. Lakers in 4!!!! Reply
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-1
LOL
Jun 4, 09 6:42 PM CDT
Dwight Howard for the win! SSSUUUPPPEEERRRMMMMAAANNN!!! Reply
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