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Can Collins Help Nike?

Jason Collins is the first active athlete from one of North America’s four major professional leagues to come out as openly gay. Though he wasn't well known before the announcement, he's probably -- at least in the Warholian moment -- one of the best known. Bob Dorfman, the creative director at Baker Street Advertising and author of The Sports Marketers’ Scouting Report, says companies will have to tred lightly when trying to capitalize on Collins’ story.

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