When Dan Touhey, 29, became manager of basketball products for Spalding's sporting-goods division in 1997, his group was doubtful about the prospects of creating a truly breakthrough product. Spalding was a respected brand name, but buyer indifference had been driving basketballs—which Spalding sold in greater numbers than any other company—toward the dreaded status of a commodity.

Select from the choices above to read the entire article.