James Harden

Brand: Nike

Why: You already witnessed what Harden can do with his recent beard commercial for Foot Locker and the team’s third-best scoring option has shown he is a team player coming off the bench. And at 23 he's already played in the Olympics and the NBA Finals. If there's trepidation of having him share a crowded market with teammate Kevin Durant, shift him to Jordan, or even Converse (un-scrap the NBA program, quick!). No team is hotter in terms of marketing and he is the wildcard — this move is a must before someone else snatches him up. Fear the beard.