Participate in history; buy a parka

Recently Business Week ran a big package on how companies use the Olympics to show off new innovations they hope will go on to attract more widespread consumer embrace. This morning the WSJ has a story about Michael Phelps that includes this bit suggesting sometimes no particular innovation is required, and mere exposure is enough:

Even the white Speedo parka that Mr. Phelps wore to the starting block before his races prompted consumer demand. Speedo had no intention of selling that item to customers. Now it’s begun ramping up production, says Mr. Brommers, the Speedo marketing vice president.

“People want a piece of history here,” says Mr. Brommers. “We’re trying to get this stuff out the door as fast as we can.”