He went into partnership with his former agent, Leonard Armato, to launch Dunk.net, which sold apparel and shoes online in 2000.

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One final requirement: The ad had to be fun, engaging people to want to watch it again or pass it along to friends, Armato said.

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"Young people looking for an exciting challenge that could lead to danger is an age-old problem, " says John Armato, 64, community relations director for the Pottstown School District.

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