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The big Olympics gamble

With the 2012 Summer Games just months away, shoemakers are hoping the runners they signed to endorsement deals will lead them to retail victory.

Globe Staff

  January 29, 2012

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.

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