Word: customizers
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Dates: during 2000-2009
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...stood and slugged in the style of the bare-knuckle era, he weaved the way Muhammad Ali would later do. Outside the ring, the handsome, savvy and charismatic Johnson prefigured today's celebrity athletes (and polarizing black stars like Kobe Bryant and Mike Tyson). He wore tailored suits, drove custom cars and slept with many women, white women in particular. His boxing wins drew death threats and caused riots, but it was his sex life that most outraged whites, and many blacks. In 1913 he was tried under the Mann Act on charges of transporting a girlfriend across state lines...
...poise. "When you look at most rookie quarterbacks, you see them shuffling around like they just had eight cups of Starbucks," says Jaworski. "When I see Ben, I can see the calm in his eyes. His instincts are just amazing." Roethlisberger gladhands like a vet: he bought a custom-made suit for each of his offensive linemen. "They've been saving my life out there every week, so it's the least I could do for them," he says. "I hope they...
...when he was a member of the Pittsburgh Steelers, he ran a punt back 90 yds., a play that's still a team record. In the '70s, as the owner of several franchises, he was an African-American pioneer in the fast-food industry, and his policy of custom-making orders inspired Burger King's famous "Have It Your Way" campaign. Now the former football star is tackling his most difficult challenge yet: failing inner-city schools...
...high-end, upscale fabrics for niche markets. "The work we're doing now is much more specialized," Bishop explains during a tour of his company's 300,000-sq.-ft. factory in Washougal, Wash. Built in 1910, it's one of the country's last functional woolen mills. Custom products made here include vintage baseball uniforms, woolen sleeves for high school and college letter jackets, and commemorative Jacquard blankets and dance shawls for Native American tribes. To create environmentally friendly upholstery for office furniture, Pendleton spent months testing nontoxic dyes and other biodegradable materials to meet strict safety criteria...
Like trucker caps and Uggs, custom ring tones are so ubiquitous, they're practically passé. If you really want to impress, get a ring-back tone. When someone calls you, the ringing sound the caller hears is replaced by a tune from Alicia Keys, Santana or another artist. TMobile launched the first nationwide service Dec. 8 with about 400 $1.99 music clips. You must be a TMobile customer to buy the tunes, but anyone who calls you will hear them. --By Anita Hamilton