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Leon Sandcastle isn't real, but that doesn't mean he's not going places. In fact, the imaginary Hall of Fame cornerback, played by Deion Sanders in Grey New York's amusing Super Bowl spot for the NFL Network, just signed an endorsement deal with Under Armour. There's even real photos from the fake signing. (Although of course, you hardly have to be a real person to have real marketing value.)
"A talent like Leon doesn't come around very often," says Matt Mirchin, senior vice president of global brand and sports marketing at Under Armour.
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