A Herculean Effort to Get Your Gold

"An event once notable for celebrating the spirit of amateurism has achieved an almost unimaginable level of crass commercialism," writes PR commentator Paul Holmes. The Olympics' organizers "are clamping down on anything that might allow TV audiences a glimpse of a non-sponsor's logo. People carrying bottles of Pepsi (or any bottled water not made by Coca-Cola) will have them confiscated ... people with a Nike logo on their T-shirts will be asked to turn the shirts inside out. Stewards ... have been warned about wearing footwear that isn't made by official sponsor Adidas." Holmes concludes, "I'd rather see the Olympic organizers worry about concerns that official merchandise is being made in sweatshops."