Madison Avenue keeps distance from Bonds' chase

Mallon declined to discuss details of the company's deal with Bonds, though he reportedly received a Ferrari 360 Spyder convertible for endorsing the now-discontinued shoes.

Bonds also is seeking to capitalize on memorabilia sales as he approaches Aaron's mark of 755 homers. He personally authenticates every hat, jersey and other piece of clothing worn in pursuit of the record, and stores them in a warehouse. He says it's so no one attempts to steal the memorabilia.

Bonds opted out of Major League Baseball's licensing agreement before the 2004 season, though some of his gear is auctioned off on MLB's website. Most of it is reserved for barrybonds.com, his personal website that sells most of his stuff.

He has so far sent little to the baseball Hall of Fame, and officials are concerned little tangible evidence of his home run record will end up in Cooperstown.

Memorabilia experts say the price of Bonds' gear has remained depressed because of the steroids scandal. Still, experts predict Bonds ultimately will cash in once he becomes the home run king.

"Five to 10 years from now, no one is going to care that he was caught up in all this steroids stuff," said Robert Tuchman, president of the sports marketing company TSE Sports and Entertainment. "The companies are just going to care that he is the home run king. He will be in demand when it's all said and done."