With memories of Olympic athletes shining in Beijing fresh on the public's collective memory, the strategy of hiring athletes for product or service endorsements is timely. David Beckham kicks it for Adidas, Maria Sharapova poses for Canon, and the Williams sisters and Manning brothers challenge each other in Oreo-dunking contests.

“Athletes inspire us, so when we develop our plans to communicate to consumers, we work with them to tell stories and to connect with consumers,” says Derek Kent, US ...