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Brands love elite athletes - from the Guardian...

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While most models won't be recognised by most consumers, these famous faces provide immediate association. Unlike a celebrity, though, Olympians are heroes, held in awe for their exceptional abilities. "An Olympics medal winner has reached the highest possible point of personal and sporting achievement," says Ruth Mortimer, editor of Marketing Week. "By linking themselves to these people, brands are trying to create a shortcut to their own reputations in consumer minds."

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