06:28 PM PST on Monday, December 12, 2005

By ALLEN SCHAUFFLER / KING 5 News

With an easy smile and natural command in front of crowd or a camera, Seattle’s Apolo Ohno won over skating fans, television viewers and advertisers. So is Seattle's short track superstar ready for another round of Olympic pressure and international attention?

KING

Apolo demonstrates the new Olympic uniform.

“No,” he said with a laugh. “Salt Lake was amped, Salt Lake was the pinnacle for me. Hopefully I can deal with it, we'll see.”

The modesty, the humor, are typical. Ohno's commitment to hard work hasn't faded and he's just kept winning since Salt Lake, with overall world cup championships in two of the last three years.

He says he's in better shape now, than he's ever been.

He's in good shape financially, too. His record and charisma have created commercial opportunities and pop culture visibility no other American speed skater, and few winter Olympians, have ever enjoyed.

In the last four years he's signed endorsement deals with Coca Cola, McDonalds, General Electric, Roots, Hilton and in-line skate maker, Land Roller.

He has cut down on personal appearances the last two seasons so the "selling of Apolo" doesn't interfere with performance on the ice.

“It’s a totally different game. The business aspect and the marketing aspect of amateur sports is ruthless,” he said.

Clearly, NBC is back on board the Ohno-train. Ohno recently modeled the USA team uniform on the Today show.

With the Olympics nearing, Ohno be spending more time on the national stage.

“NBC’s already done a bunch of shooting for the upcoming games and they kind of chose me to be one of the marquee athletes to televise on,” he said.

And appears, skates blazing, as the final, flaming act in a network promo.

Don't expect him to give up the spotlight. Until the games are over, and the Olympic flame in Torino is doused.

Apolo and the rest of America's best short-trackers are in Marquette, Mich. this week for the National Championships.

You can see those races on pay per view MediaZone.

We're just 60 days away from opening ceremonies in Torino.