Word: speedo
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...SPORTS ILLUSTRATED, ESPN and TIME), thousands of credit cards (Chase started issuing them in April) and an unprecedented six national TV commercials that feature the hydrophilic Olympic hopeful doing everything from racing a dolphin (for Argent Mortgage) to swimming laps across the Atlantic (for Visa). Meanwhile, Phelps sponsor Speedo has garnered boatloads of free publicity by announcing a $1 million bonus should this Gen Y Mark Spitz rack up a staggering seven golds in Athens...
...Nothing, though, has created a bigger splash in swimming circles than the slippery new bodysuits being prepared for the Athens Olympics, particularly the Fastskin suit unveiled in March. Designed by Speedo and Japan's Mizuno, the drag-reducing Fastskin makes it appear as if a swimmer has been dipped in a glossy, water-resistant paint. Olympians who plan to wear one include Japanese swimming sensation Kosuke Kitajima, who has set world records in the 100- and 200-m breaststroke. Speedo claims the $250 suit reduces drag by at least 4% compared with the original Fastskin design released...
...talent in the pool propelled Phelps to turn pro at age 16, before graduating from high school. He is an anomaly in the swimming world, a multimillionaire with endorsements from Speedo, Argent Mortgage, Visa, Omega, AT&T Wireless and PowerBar. If he equals Spitz's haul of seven golds from a single Games, Phelps will earn an automatic $1 million bonus from Speedo...
...Many of the Staar's regulars live on the square and refer to themselves as "Squaronians." Over the years, they have included the locally celebrated Mekhong Kurt, Generous George, Speedo Keith and a host of other larger-than-life characters, some of whom have been bouncing around Bangkok for decades. After more than a few fingers of bourbon, Squaronians delight in chewing the fat under the Texas Aggie flag and the moth-eaten Cape buffalo head that?alongside yellowed Waylon Jennings and Kitty Wells record covers?grace the bar's wood-paneled walls. They'll wax nostalgic over fortunes made...
Swimwear is often about exposing lots of skin to the summer sun, but this year the hottest suits offer full body coverage and promise less drag in the water. Designed for Olympic athletes, the suits will be available to Olympic fans as well starting this summer from Speedo ($350) and Tyr ($110-$240). --By Lisa McLaughlin