Brands such as Nike, North Face and Unilever are bringing new attention to extreme-sports stars such as Paul Rodriguez and Danny Kass by starring them in big-budget commercials. Unilever's senior brand building manager, Aaron Calloway, says the use of those athletes creates more of a personal connection between the fan and the athlete. "You can't go play baseball for an MLB team, but you can go climb a mountain," he said.
Extreme-sports stars climb the commercial mountain
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