.....and then along came Candace Parker

US female basketball player, with her first target being Sharapova's earnings of $25 million per year (most of which comes from commercial contracts). Thereafter, Parker apparently has Jordan and Woods' achievements in her sights. Will Parker become THE leading athlete brand of this century's second decade? If so, why? What has her brand got that other brands haven't? If not, then: a) why is she being touted so heavily at the moment? And b) might there by structural or institutional barriers that prevent her ascent to brand success?