In a rush for the honor of being first to shell out 120 bucks for the new Michael Jordan sneakers at Niketown, visitors to February's NBA All-Star festivities shoved, jostled and exchanged harsh words with each other on the 16th Street Mall. No one was shot, knifed or clubbed, but by the time happy consumers laced up their new Jordans and returned to the pavement outside, the real motivation behind NBA marketing became clear: Sell brand-name products, and lots of them.