With the 2012 Summer Olympics just months away, Boston-based New Balance and other shoe companies are hoping the runners they signed to endorsement deals will lead them to retail victory. But like professional teams drafting players, sponsoring track and field athletes is unpredictable, a risky undertaking where some prized picks succeed and some don’t. Some shoes get international attention and some get ignored.
Unlimited access to BostonGlobe.com for only 99 cents for the first 4 weeks.Sign up
Are you a home delivery subscriber?
Get FREE access as part of your print subscriptionStart Here
Contact us for help