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There’s big money in celebrity endorsements of brand-name products. So what’s an anti-endorsement worth?

Priceless, if you’re the parent (or grandparent) of an aspiring young athlete who prefers junk food over fresh veggies and green smoothies.
Imagine this dialogue taking place in grocery store aisles across America:

Kid: “Can we get the Frosted Flakes?”

Mom: “If you want to grow up to be a star athlete, Tom Brady says you shouldn’t eat Frosted Flakes or drink Coca-Cola.”

Disclaimer: I’m not endorsing the National Football League here. And I believe people like Tom Brady are highly skilled, more-than-well-compensated athletes, not “heroes.” 
I also live in New England, where the media hangs on Brady’s every word. I seldom pay much attention because, I’ve never been too interested in what the players have to say (no offense).

Until last week.

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