By  on July 14, 2008

ATLANTA — After 15 years as general manager at Jeffrey Atlanta, Jim Whitlow realized an entrepreneur's dream — turning a personal passion into a business concept.

"I combined the two things I love most — high fashion and fitness," said Whitlow, a competitive runner and personal trainer who opened Deka, a specialty store with high-end athletic and leisure apparel, a formula he said was nonexistent.

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