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Vogue elevates 2012 Olympics to the pinnacle of fashion,[link widoczny dla zalogowanych]
The cover of the June 2012 issue of Vogue magazine looks like it might be the cover of Sports Illustrated or ESPN Magazine. Olympic medalist Ryan Lochte of USA Swimming is flanked by USA Soccer star Hope Solo and tennis legend Serena Williams. But when you read the text,[link widoczny dla zalogowanych], you will see the Olympic coverage is in the finest Vogue tradition,[link widoczny dla zalogowanych], focused on high fashion. And in classic Vogue fashion,[link widoczny dla zalogowanych], it depicts athletic pursuits as the route to an ideal figure and a healthy complexion. When you read the multi-page advertisements from Olympic sponsors Procter Gamble and Ralph Lauren,[link widoczny dla zalogowanych], you will see how creative marketing professionals can reposition sports most often associated with excessive amounts of chlorine and sweat into the sweet smell of success.
The text takes a distinctively Vogue approach to elite sports competitions. Featured topics include "Summer Fashion Winning Streak" and "Why Sneakers are the New Sandals." Not to be outdone,[link widoczny dla zalogowanych], an ad for Clairol Nice + Easy Foam promises not to settle for silver and "go for the golden tones."
The winners of this particular contest are Nike,[link widoczny dla zalogowanych], Speedo,[link widoczny dla zalogowanych], Adidas and Puma. Top athletes model these brands' performance sportswear,[link widoczny dla zalogowanych], which star fashion photographer Annie Leibovitz magically transforms into high fashion. Typical Vogue personality profiles gloss over sports performance statistics and instead focus on charisma and the talent to look perfect on camera. These present Olympic success from a distinctively different perspective.
The featured athletes are swimmer Ryan Lochte,[link widoczny dla zalogowanych], who won medals in 2004 and 2008, and gymnast Jonathan Horton, a silver medalist at eh 2008 Summer Games. Twins Bob and Mike Bryan,[link widoczny dla zalogowanych], who won a bronze medal in tennis doubles at the 2008 Summer games add to the human interest stories Vogue excels at. The fashion publication adds a dash of romance with the saga of track and field athlete Ashton Eaton,[link widoczny dla zalogowanych], who is now engaged to Canadian track and field sensation Brianne Theisen. Olympic veteran Dwayne Wade of USA Basketball models sports fashions for the extra-extra tall man. And Jamaican sprinter Usain Bolt adds international flair.
While these athlete portraits are not like anything you will see at an Olympic training center,[link widoczny dla zalogowanych], dedicating over 100 pages to an in-depth Olympics preview in America's leading fashion magazine has some measurable advantages. First,[link widoczny dla zalogowanych], readers can see a healthy alternative to ultra-thin models and acknowledge that muscles do not get in the way of photographing well. Second,[link widoczny dla zalogowanych], training to be an Olympic athlete and traveling the world to competitions is expensive and the modeling success of these athletes can open doors for other athletes to a lucrative source of income. And expanding the audience for the Olympics to fashion mavens and trendsetters can help keep Olympic topics in the news long after the Closing Ceremony comes to an end.
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