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Like Sleeping On Dirk Nowitzki
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You might remember Michelle Marciniak as a star basketball player at Tennessee. What's she up to now? Sheets. Specifically, she was an assistant coach at South Carolina and was talking to the coach about how good the fabric of athletic shorts feels, and the coach said she'd love to be able to sleep on that fabric. Marciniak said "let's do it," and now they're partners in selling sheets made of performance athletic fabric. And just like that, they've got a hit, available in Bed, Bath and Beyond nationwide. Oh, and for some reason, the word "performance" has guys buying the sheets thinking that it'll help their, um, performance. (Knoxville News-Sentinel; Thanks to Frank Murphy at WWST (Star 102.1)/Knoxville for the link)
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