Gauging how much value an athlete brings to a product is the goal of technology being fine-tuned by CEO Scott Tilton, left, Senior Vice President RJ Kraus, and their team at Hookit

Gauging how much value an athlete brings to a product is the goal of technology being fine-tuned by CEO Scott Tilton, left, Senior Vice President RJ Kraus, and their team at Hookit Photo by Stephen Whalen.

— Houston Rockets star shooting guard James Harden inked a $200 million deal this summer to promote Adidas sneakers for the next 13 years...

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