The fashion world has finally cottoned on that sportswear is big business with designers competing to make their mark on the Olympics and win a place in the huge Chinese market.
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With four billion people expected to watch the 2008 Games, it's a dream marketing opportunity for the fashion industry, prompting more designers to outfit national teams and launch sports lines as new sportswear stores pop up around Beijing.
Olympics to start with a big bang
Image: Footballer Thierry Henry attends a press conference to announce his position as an international ambassador for the Tommy Hilfiger brand/Dave Hogan/Getty Images
Text: Reuters
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