With TeamGB stars like Mo Farah and Jessica Ennis doing so well in the Olympics, it's easy to forget that the Games were big for Michael Phelps too. The American swimmer made sporting history by becoming the most decorated Olympian of all time, with a total of 22 gold medals. It was only a matter of time, then, before brands jumped on the bandwagon and the first big deal comes from Louis Vuitton.
Yesterday the brand unveiled their latest Core Values campaign showing Phelps posing in a bath in swimming trunks, goggles and that much spoken about mysterious bubble between his legs. In another image from the Annie Leibovitz-shot campaign, he appears alongside Larissa Latynina, the former Soviet gymnast who Phelps stole the most decoarted Olympian title from.
Jokes aside, Phelps is the perfect choice for the campaign. Rather than simply jumping on the Olympics bandwagon, nobody can deny that Phelps (and his achievements) refect the core values that the campaign promotes.
Ralph Lauren, the quintessential all-American label, has unveiled the Winter Olympic uniforms the team will be sporting at the games, taking place in Vancouver from February 12th. For the Beijing Olympics in 2008, the team was dressed in tailored blazers, flat caps, shirts and ties to resemble "statesmen." With the 1932 Lake Placid Games as the inspiration behind the latest Opening Ceremony uniforms, "this time (the USOC) wanted something that's a lot more sporty, technical-oriented, a little more relaxed," according to Ralph's senior vice president of marketing and corporate, David Lauren. Cue navy puffer jackets, knitted polo neck sweaters, winter-white tapered fleece trousers, Fair Isle knit hats and Denver boots.
For those of you wanting to dress your inner athlete, you can now have your very own Olympic uniform, or at least parts of it, given that prices start at $75 for the hats up to $425 for the knit sweaters. We've got our eyes on the shawl cardigan, but with a $385 price tag, we're hoping it could be an early Valentine's gift?