PureSport was not only smart enough to snag Phelps as an endorser of its product prior to the 2008 Olympic Games, but additionally gave him and three of his swimming teammates a five-percent share in the company.  Want an athlete to truly care about the product?  Give him a stake in it!  Sports Authority now carries PureSport products, and a big reason for that is the exposure that the sports drink company gets by being aligned with Phelps.  Smart move by a smaller, new company looking to make a name for itself.  So which company is going to be the first to jump on an opportunity to have its large logo right in the middle of a guy like Norm Duke or Robert Smith as they bowl in championship after championship on ESPN?

Whilst Michael Phelps was undoubtedly the King of the pool, the choice of the Queen is just as easy to clarify. Stephanie Rice won every event she competed in the games, adding 3 Golds to Australia’s tally.

Stephanie won the 200m and 400m Individual Medley and helped the Aussies win the 4 x 200m freestyle relay.

This 20 year old is bound for more glory out of the pool. Stephanie was with powerhouse IMG till not long ago, but has since jumped ship to International Quarterback, who also has fellow swimmer Grant Hackett in their stable. [Rice to become hot commercial property on return]

Already having posed for Men’s magazine FHM, Stephanie can add a multitude of sponsors to her portfolio.

Speaking on Stephanie’s marketability, International Quarterback’s Managing Director Chris White had this to say:
“Stephanie will skyrocket as a personality in Australia. She’ll be substantially rewarded and deservedly so. The phone has been ringing … there is no doubt about that.”

So just what sponsors will Stephanie bring? Having already inked a deal with Bonds (posing with former boyfriend Eamon Sullivan), the field is wide open for others. Companies in areas such as Financial Services, Jewelery, Food and Beverages, Cars and Cosmetics could profit by adding some Rice to their diet.

The brilliant thing about Stephanie’s marketability is that she appeals to all demographics. She’s beautiful, down to earth and fun – men want her and women want to be her.

At only 20, it is safe to say Stephanie has a bright future, which could include another 2 Olympics. It’s just a matter of capitalizing on the rush of excitement that has proceeded her current success.

Olympics

• It’s too bad, because I really wanted to be a friend of Phelps [Phelps Is Maxxed Out On Friends].
• There are a few Olympics athletes who stand to make a lot of money after the games [For Retired Olympians, Marketing Is the Game].

Baseball

• Hanley Ramirez looks even better through the screen of a Sharp Aquos [Sharp signs Hanley Ramirez].
• A lesson in the value of keeping your mouth shut [Source: Tigers put disgruntled Sheffield on waivers].

Basketball

• The kid can dunk, but will he take the Hawks to the next level? [Hawks match Grizzlies' $58M offer sheet, retain Smith].
• Sounds like it was a good deal for Kansas [PACKAGE ALL WRAPPED UP].
• The 76ers are going to be a force to be reckoned with in the East [Sources: Iguodala agrees to six-year, $80 million deal with Sixers].

Football

• Hilarious [Tebow’s Workout Regimen Revealed].

Also known as “doping on a hangar” and the “Speedo surfboard,” the Speedo LZR was first introduced in February.  Within four months, individuals wearing the new suit had broken over 38 records causing other swimsuit companies to immediately complain about its fairness. The International Swimming Federation (FINA) scheduled a meeting with Speedo to review this complaint.  After showing the Federation the suit’s design and explaining its physics, FINA dismissed rivals’ claims and even endorsed the suit to athletes as the future of swimwear.  Could this be swimming’s version of “steroids?”

Since this ruling, more swimmers have taken FINA’s advice.  Last week’s Olympics Trials saw 9 swimmers break American records, all of whom wore the LZR Racer.  Michael Phelps, who could win a record eight Olympic medals in China, stated that Speedo’s LZR Racer makes him “feel like a rocket.”   Katie Hoff, a world champion in individual medleys, said wearing the suit is like “flying in the water.”  US national team coach Mark Schubert commented, “I think you’ll see not only multiple world records broken, but also multiple swimmers breaking world records in an event.”  Everyone is giving this new innovative suit the credit.

Nike was so impressed by the LZR suit that it allowed its contract swimmers to wear the LZR in trials to keep up with other competitors.  Nike sponsored World champions like backstroker Aaron Peirsol and breaststroker Brendan Hansen, did exactly that, and set American records.

“It’s a bit unprecedented,” said Nike spokesperson Dean Stoyer, “But we want our athletes to be comfortable and prepared, and we don’t want to get in the way of that.”  Nike makes the rival Swift Amp’d swimsuit and is looking to copy the LZR suit and its effectiveness to compete with Speedo in the future.

The suit is made of woven fabric, which is extremely light and water-repellent.  It is ultrasonically welded together rather than sewn, with compression panels placed along the chest, thighs, and buttocks, plus a corset-like “core stabilizer” to minimize drag and maximize streamlining.  This new design features minimal pieces to be sewn together, which is a huge attribute to its speed and lightweight design.  Instead of 30 pieces or so, the LZR features 3.

While watching the Olympic trials I heard an announcer say that it takes 2 other people to help an athlete fit into the skintight suit.  The athlete must get completely naked and then force on the suit one piece at a time, with help from others. That seems to be the only controversy this suit is getting.  The athletes are complaining that it is an uncomfortable situation needing others to put on the suit, but wearing it is a must if they want to be competitive this August.

I am happy that technology has advanced to the point that we can take milliseconds off our athletes times.  However, I would like to question if this is really the swimwear or if it is the athletes. I have heard of cases where the athlete claims their clothing is the reason for his/her poor performance, but I believe that in this case it is exactly the opposite.  I’m sure the advanced swimsuit is great and makes a big difference, but shouldn’t the athletes be getting the credit, not the $800 dollar swimsuit?