Are the hours of Olympic swimming on TV motivating people to get back in the pool?
There are certainly signs that the London games are mixed in the goggles and swimsuits.
Even die hard swimmers are adding to their collection.
"I've been swimming for thirty years." said Brooks Hollan, swimmer.
"So I came in here to get extra goggles which I've been using for thirty
years but I did grab a t-shirt just because it was there."
Some of the swim gear can get pretty pricey.
From $300 goggles to $400 swim trunks.
"We sell a little bit more merchandise as for as the logo
merchandise with some of the top athletes," explained Tom Paradowski,
Swim Store's owner.
The Olympic inspiration can be a little more than that a new swim
suit or running shoes it can be as diverse as badminton racket or a ping
A&B Sporting Goods say Olympic success at the cash register is all about name recognition.
Not just the name of the athlete but the name of what they're wearing.