Say the words 'nude photos' and you're immediately thrust into a seamy underworld. Say the words 'Amanda Beard' and you're somewhere else entirely. Wholesome. Athletic. Entirely un-scandalous.

When Playboy convinced Amanda Beard to pose nude for the famous magazine, it made quite the coup. We examine the magazine and its photos to see: just how much does Playboy love Amanda Beard? And do we still love her after seeing her heavily made up and wearing nothing but a mesh g-string?

If mere athletic talent sold product, kids would be lining up for Tim Duncan's shoes, since he is the best player in the NBA. But it doesn't. It takes a combination of extraordinary athletic accomplishment and charisma to push a brand over the top. Three such athletes, Amanda Beard, LeBron James and Tiger Woods, are front and center in this week's news.

Two are at the peak of their pulling power. LeBron James (Nike, NYSE: NKE, Coca-Cola's (NYSE: KO) Powerade) fresh from an astonishing game five of the NBA Eastern conference playoffs, is dominating the sports page, if not the San Antonio Spurs. The Cleveland franchise has gained $185 million in value since his signing, and the $90 million he received from Nike seems like a bargain now. When his contract expires in 2008, he could demand -- $250 million? $500 million? It is possible, by the end of the career, he could be the first $1 billion athlete?

If Tiger doesn't beat him to it. Beginning tomorrow, Tiger Woods (Nike, Buick, General Motors, NYSE:GM) starts his pursuit of the 2007 U.S. Open. He's inked a 5-year, $40 million deal with Nike, and $25 million from Buick. Unlike LeBron, Tiger can look forward to another 30 years of playing, with lots of green jackets and green cash to come.

Amanda Beard is the complete package: beauty, composure, great public image, and athletic prowess. A three-time American Olympian with many swimming medals to her credit, she has parlayed her accomplishments into a career as a model (Sports Illustrated Swimsuit edition and others) and spokesperson (Red Bull). Now, she has agreed to give America a peak beneath the red, white and blue in a photo spread for Playboy (NYSE: PLA).

Her appearance is another coup for a company that has made great strides in airbrushing the worry lines from a once-tired brand. At one time, the flesh magazine trade could find success offering nubile and attractive but anonymous females. The market, however, has been changed forever by the Internet, and for magazines such as Hef's to succeed, they need exclusive content.

The money shots are those of women who have built their own fame beforehand, and contribute their credibility to the magazine's. (Are you listening, Condoleezza Rice?) Look at the list of those who have appeared over the past few years: Drew Barrymore, Katarina Witt, Mariah Carey, Jessica Alba, Lisa Guerrero.

If ever there was a company whose success depends on its brand, Playboy is that company. Playboy's brand, at its best, represents the playful side of sex, clearly differentiated from the tsunami of misogynist porn swamping the Internet. Featuring models with positive public images isn't just good business for Playboy, it's essential.



More coverage from Fanhouse: "It's a good thing."