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.

Note to advertisers: be really careful who you pick to pitch your products.

Sure, you want a big name. You want convincing. You want sexy. But do you really want someone who doesn't even like your product? (Hint: no!)

Yesterday, Paris Hilton plead 'no contest' to one count of alcohol-related reckless driving -- she'll pay a fine and be on probation for 36 months. All this because she was really hungry (and drunk) and "wanted to have an In-N-Out burger."

Which all would be a juicy story, and par-for-the-course with the idle rich like Ms. Hilton. Except that she's a former spokesperson (spokesmodel?) for rival Carl's Jr., a unit of CKE Restaurants, Inc. (NYSE:CKR). There was so much egg (or was that hamburger grease?) on everyone's face, the incident made Business 2.0's list for dumbest moments in business.

I'll give this: you probably don't want your spokespeople drinking and driving. But if they do, and they're caught in the act and interviewed as to what was going on, wouldn't you want them to say, "I really wanted a Carl's Jr. burger?"

Pick your spokespeople like you pick your CEOs: make sure they love 'em a good ____ [your product goes here]. It will at least make for a good crawl on CNN. Any PR is good PR... right?