Sports Business

» more from Sports Business

25. Shani Davis, USA

Davis came through by successfully defending his 1000 meter speedskating gold from Torino. Like Torino, he also picked up the silver in the 1500. As the first African-American to win Winter games gold, Davis -- who does have a deal with Nike -- could be more marketable, but the bottom line is that he chooses not to be.

Photo: Getty Images