Nowitzki, perhaps one of the most widely liked players in the NBA, is also the least marketed star—and that’s by choice. He has avoided and turned down endorsement deals to focus on the game; he has just one paid deal, with Nike, and it’s practically equipment-only. At 35, everyone wonders when Dirk might retire, but he has said he’s got a lot left, and after finally getting a ring in 2011 it sure looks that way.