Photo: In the warm French summer, Armstrong may be helped by The Swift Spin suit which Nike developed as part of Lance Armstrong's F1 Consortium. It is claimed to offer a 39-second advantage in a 55km time trial, according to Nike.

Nike wants to beat the heat at the Olympic Games in Athens this summer. But what about the audience, who is watching the games in the burning Greek sun and who is not as fit and dressed as the athletes?

Interesting elements for a distincive Swift Spin suit campaign...