As the start of the 2008 Summer Olympics rapidly approaches, anticipated viewers should expect more than just great athleticism from today's star athletes. With some of the world's top designers getting involved in the Games, viewers can look forward to one giant fashion show!

Designers such as Ralph Lauren, Gucci and Alexander McQueen are taking advantage of the opportunity to establish a connection with the sports world and build brand recognition, and are using the Games as an outlet to showcase their work to billions.

As the official outfitter of the U.S. Olympic and Paralympic teams, Ralph Lauren will have a greater presence at the Games than any other designer. Members of the U.S. teams will wear apparel from his collection during the opening and closing ceremonies. The opening-ceremony outfits are reminiscent of the classics reflected in the 1920s and '30s, while the closing ceremony outfits have a much sportier feel and edge.

Gucci and Prada also have limited-edition collections in celebration of the Olympics. The Gucci 8-8-2008 collection features a I-Gucci digital watch,a two-piece luggage set,men's and women's sports shoes and much more. Prada has a spring-summer Sport Tricks collection that includes nylon bags, wallets, a key chain and T-shirts printed with teddy bears taking part in Olympic events such as weightlifting and swimming.

Here are some of the Olympic-inspired designs for the 2008 Games:

Prada's spring-summer Sport Tricks collection, inspired by the Olympics, includes nylon bags, wallets, a key chain and T-shirts printed with teddy bears taking part in Olympic events such as weightlifting, judo, boxing, swimming and baseball. The collection will not be available in the U.S.; it will only be sold in Italy, Japan and the Far East.

Gucci's first digital timepiece, the I-Gucci special edition watch retails for $1,415 and is available worldwide. A clean digital face features both numerical or clock hand formats. The surface of the red monochrome rubber strap is engraved with the Gucci logo on the exterior, while the interior has been embossed with Gucci's iconic GG pattern. The rear face commemorates the year 2008 with a red and green logo. Its high-tech capabilities allow the wearer to select a dedicated Beijing time zone code on the display.

HBC's designs for the Canadian Olympic teams combine Canadian and Chinese symbolism. The primary colors of the collection are red and white, with further inspiration from the five elements of Chinese astrology--earth, wood, fire, water and metal. Replica clothing is available in Bay and Zellers stores across Canada, as well as online at www.hbc.com

This year's Puma Runway campaign challenged fashion design students to create a luxury bag to hold Puma's new sprint-inspired shoe--the USAN. Inspired by the summer Olympic Games, the three winning designs--the Medallion Bag, Elastic Ring Bag and Olympic Ring Bag--will be available in Puma concept stores worldwide starting in August.