PREVIEW

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Take a simple example, JJ-Watt and Aaron Donald, both top-tier players, both winners of the League’s Defensive Player of the Year, and both exemplary athletes on and off the field. But why is Watt more loved by sponsors?

The answer is charisma.

Mannerisms, style, public image, and other intangible assets—this is what elevates a star athlete to a celebrity icon, relying on personal charisma.

Louis Vuitton saw this unique charisma in Li Wei.

Whether as the le ...

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