No longer in fanciful coats or button-down shirts with neckties, Olympians compete in uniforms specially designed and engineered for maximum performance.
From the sounds of some brands' marketing, you may be forgiven for believing that bespoke shoes are just a footstep away.
While getting more women to take part in sport is a laudable achievement, it would be better if the campaign also helped free them from the objectification of the dominant male gaze.
Sell-out product 'drops' are the new way that brands get millennials hooked on their goods.
Sports bras can help elite athletes compete to their best, but also should be considered as an important piece of kit by all women who exercise.