Living legends like Muhammad Ali, Arnold Palmer, Jack Nicklaus, Pelé and Kareem Abdbul-Jabbar all appear in ads, market products and are in demand among brands and companies. “Living
legends often bring in a large demographic appeal, and in the marketing era of ‘retro,’ a living legend can be ‘cool’ again,” according to David Schwab, SVP/Managing
Director For Octagon First Call.
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