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he entered the NBA in 1984, Jordan quickly blew past the norms and practices of product endorsement while redefining his position on the floor.

If he has slowed along the way, he has done so only to readjust his speed. And in the wake of Chicago's first NBA title, he's now moving faster, covering more ground and making more money along the way than any player in the history of team sports.

His legend, which has been formed and fashioned by an incredible combination of circumstance, talent and desire, only grew when he powered the Bulls past Los Angeles last June. Off the court, where Jordan's economic feats are fast dwarfing his game performances, he has taken another historical leap.

In early August, Quaker Oats, which spends only about $30 million annually to advertise Gatorade, signed Jordan to a numbing $18 million, 10-year contract. If it was a stunning coup for Quaker Oats, it was also a costly one, as the company had to outbid Coca-Cola, which had featured Jordan in......

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Approximate Word Count: 647
Approximate Pages: 3 (250 words per double-spaced page)

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