Plan to market star swimmer is in second of three phases

Baltimore Sun - United States - Though his celebratory parade in Towson represented a finale to Michael Phelps' post-Olympic blitz of public appearances, the swimmer is just beginning his quest to become an enduring marketing force.

"We couldn't fully comprehend the impact of his performance combined with the nightly prime-time coverage," said Phelps' longtime agent, Peter Carlisle. "That's still blowing us away, the effect. He's at a point now where he can make a difference in so many ways if he has the energy to do it and the commitment to do it."