If no one in Beijing was happier -- or busier -- than Michael Phelps this past week, his agent Peter Carlisle had to be a close second.
A new race is now on for Mr. Phelps: the rush to transform the swimmer's Olympic feat into a marketing juggernaut, akin to Michael Jordan or Tiger Woods. But the window for marketing Olympians -- even those with the rising stature of Mr. Phelps -- can close fast. Many of the new legions of so-called Phelps Phans likely will not see his muscled torso in a pool again until 2012, an eternity for advertisers.
Photo by M@rcopako.