Get your credit cards ready. For the low, low price of only $49.99, you too can own the four-pack video set of hoops sensation LeBron James from St. Vincent-St. Mary's High School in Akron, Ohio.

	LeBron James is already the charm of the 2003 NBA Draft.

Order now while supplies last. And be sure to log onto eBay.com to bid on various items, including game tickets, autographed copies of his "Sports Illustrated" cover issue and rookie cards.

SI covers? Rookie cards? Videocassettes?

Sure, sports figures are as much a part of American pop culture as Britney Spears, sports cars and Coca Cola. And the marketing of professional athletes has become an extremely lucrative business -- a business in which both parties have something to gain and something to lose.

To a certain extent we've accepted that college players will occasionally plunge into the promotional pool. But when high school players start to take a dip, you have to wonder if it's doing more harm than good.

James is not the first young athlete to be exploited for his talents -- and he certainly won't be the last. But with all of the media attention and marketing frenzy surrounding him, it remains to be seen if James will be able to live up to his own billing.

But right now, there's a buck to be made, and promoters are taking full advantage of James' notoriety. To accommodate the expected crowds, eight of St. Vincent-St. Mary's home games have been moved to the University of Akron's James A. Rhodes Arena. But don't worry if you can't get a ticket. Courtesy of Time Warner Cable, fans can now purchase select games without leaving their living room.

The St. Vincent-St. Mary's schedule spans the nation, including stops at UCLA's Pauley Pavilion and the Palestra in Philadelphia, and commands appearance fees nearing $10,000. ESPN is even in on the action. ESPN2 will broadcast SVSM's Dec. 12 matchup with Oak Hill Academy of Virginia.

ESPN2 will broadcast SVSM's Dec. 12 matchup with Oak Hill Academy of Virginia.

Ironically, despite the volume of proceeds, James must abide by NCAA rules, which stipulate that he can't even accept a free pair of sneakers without jeopardizing his college eligibility. And while James knows he's projected as the No. 1 pick in the 2003 NBA draft, it would be wise of him to keep his options open. What if he really wants to go to college? Choosing between college and the NBA would be a huge decision for any 17-year-old to make.

Iowa basketball coach Steve Alford knows a thing or two about the subject. As a high school sensation in Indiana, Alford played in front of crowds of nearly 10,000 fans. As a guest on Tuesday's radio show, Alford said targeting young players is a harsh reality of the recruiting process. By the time a player is a junior or senior in high school, he wants to know where he's going. And today, players have their eye on the prize: the NBA and all of its glitz and glamour.

And let's try to put ourselves in James' high-tops for a minute. Remember what it's like to be young, fearless and on top of the world at 16, 17 or 18 years old? Imagine the enticement of endorsement deals, Escalades and having your home on "MTV Cribs." What's not to love, right? Gotta get it while the gettin' is good, right?

You have to wonder about the toll it takes on a young man's psyche. He's built up to be the best, with high expectations, but he knows there is always the possibility that the other shoe may drop. And it's a long way down.

So, are we targeting them too young? Of course we are.

It's sad. But until the NBA mandates college play as a professional prerequisite, the heightened awareness of high school players will continue. Granted, the college pit stop may be brief, but there's a lifetime of experience to be gained in only one year at school.

And who knows -- a player like James might even fall in love with the college and stick around for a few years. He could even get an education to boot. A degree in marketing might be helpful.