With Brand Beckham in a period of transition, Woods having been injured for almost a year, Kournikova having faded from the scene, Hamilton struggling at the back of the F1 grid, Federer losing his tennis battle to Nadal, and Messi lacking physical appeal, who should the athlete be that sport looks to 'brand it like'? Is there an obvious candidate? What qualities and characteristics must they have? Is there anyone at the moment that has sufficient global reach? Or anyone that would actually want such global reach? Or are we entering a period where athletes will simply be able to concentrate on being athletes? What role might the downturn have played in the current relative anonymity of athlete brands?
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