Is Olympic Gold the New Black?

When Ralph Lauren signed on to outfit the U.S. Olympic Team for the opening ceremony of the Olympics, the iconic American sportswear designer was undoubtedly hoping that his Chariots Of Fire-inspired look would set off a lucrative business in commemorative gear.

But will Ralph's navy blazers and newsboy caps be the items that fly off shelves following this Olympics? It's only three days into the competition, and already a few rival candidates have emerged for the signature look of the 2008 games.

The New York Times' Eric Wilson, who has reviewed the hits and misses among team uniforms showcased in the Opening Ceremony, is apathetic toward what Ralph Lauren has turned out for Team U.S.A.

He highlights Brazil's "crusher hats" as a front-runner for this year's must-have souvenir item, and gives kudos to three other looks: France's seersucker blazers and tennis shoes, Spain's red suits and straw hats, and Australia's attention-grabbing nylon track jackets.

Stepping outside the realm of the official team uniform, Advertising Age has a hunch that this year's Olympics "it" accessory will be a somewhat more politically charged item: the black smog mask.

American cyclists turned up in Beijing modeling these sleek little numbers, which were designed and distributed by the U.S. Olympic Committee to help athletes manage the air quality Facemasks are actually not uncommon among the citizens of Beijing, but they certainly evoked a strong response back in the United States.

Beach Volleyball uniforms, being that they are really just bikinis with numbers stamped on the back, are ready-made for a retail transition. It's not hard to imagine the sporty two-pieces worn by Kerry Walsh and Misty May sweeping the nation.

As the likes of Michael Phelps, Stephanie Rice, and Kosuke Kitajima shatter world records in early swimming competition, they are sharing the limelight with their space-age bodysuits. Specifically, Speedo's new LZR Racers, which are so good at reducing drag that they have generated all kinds of controversy. Once Phelps Fever is at full strength, will we be seeing bodysuits up and down the Jersey shore? At $550 a pop, you might want to wait for the knock-off.

Then what about these guys - the performers in light-up lime green bodysuits who assembled in the shape of a dove during the opening ceremony. Are batteries included?

The prize for most original uniform goes to the opening ceremony's "living printing press," comprising hundred of rising and falling blocks, each operated by a real person. Sure, it might seem a little far-fetched as an emerging Olympic trend...but if those Roots berets could do it in Salt Lake City, anything is possible.

Liz Gunnison