For Ralph Lauren, the Beijing Olympics are the biggest fashion show ever. And it's already begun to pay off. According to reports, shoppers are sporting the same wear as the athletes strutting around the Olympic Village. Polo pullovers are big sellers, as well as the classic polo shirts adorned with the Olympic rings, the US team logo and the classic Polo pony. Polo senior veep of communications David Lauren calls the Opening Ceremony the company's "highest-profile moment. It's our ultimate fashion show." The big buzz, however, is on the Polo's Opening Ceremony navy blazers.

Nearly 200 jackets will be available for $695 after the opening ceremony at RalphLauren.com and at Ralph Lauren stores; Lauren expects they'll sell out this weekend. Former President George H.W. Bush -- the US team's honorary captain and the grandfather of Lauren's girlfriend, Lauren Bush (hey if they marry, she'll be Lauren Lauren!) -- is getting his own opening ceremony uniform, the blazer embroidered with his POTUS 41 title. "Whether he wears it or not, we'll find out," Lauren says.