The Olympic spirit is creating a golden opportunity for you to buy merchandise to wear or use while cheering for the athletes competing at the Summer Games in Beijing.

"People feel an emotional connection to the Olympics," said Ken Bernhardt, Regents' professor of marketing at Georgia State University. "You and I aren't going to do the high jump or the shot put or swimming or gymnastics, but we can feel a part of this wonderful thing with the Olympics by buying a T-shirt and wearing it."

Swoozie's (ENLARGE)

The hand-embroidered American Pillow is the perfect accessory for an Olympics watching party; it retails for $199.95.

EastBay (ENLARGE)

Polo Ralph Lauren shirts in patriotic colors are available for $124.99.

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It's not just T-shirts, although official apparel includes shirts by Polo Ralph Lauren and Nike. Shoppers can find everything from jewelry to the shoes athletes are wearing while competing for a medal. There's even the USA logo on cartons for everyday items such as Minute Maid orange juice and Atlanta-based Win Products' laundry detergent, which is the official licensed detergent of the U.S. Olympic team.

Bernhardt, who helped research more than 100 items that could be licensed for the 1996 Atlanta Olympics, said "people will buy all kinds of things," down to baby bottles and bibs with the Olympic logo to show their patriotism and loyalty.

"It's a way to show your support for something and communicate it to a pretty broad audience," he said.

The international competition is under way. Here are five items available in stores and online, regardless of whether you're a fan of a certain sport or want to show off your patriotism.

Cotton mesh polo shirts with the U.S. Olympic team logo, Chinese characters and the company's trademark pony join hooded sweat shirts, track jackets and other items in this collection. Polo is outfitting the Olympic team, too.

The polo shirts, in navy, red and white, retail for $124.99. They're available at Macy's, Dillards, Belk, Bloomingdale's and Rochester Big & Tall, and at www.ralphlauren.com and www.usolympicshop.com.

Cheap accessories include this silicone rubber bracelet in red, white and blue with the words "dream, believe and achieve." Another version, called "support the team" bands, has the date of the start of this year's Games. $4.95. Available at www.usolympicshop.com, www.nbcuniversalstore.com and www.eastbay.com.

The swoosh can be found on T-shirts, headwear and more in Nike's Olympic merchandise.

Among the products: The Nike men's Beijing cap, with an embroidered logo, retails for $15.99. T-shirts for men and women come in a variety of styles, including what's called the "medal stand tee," with the Olympic rings and the letters USA on the front. That's available in red, white and blue, and it retails for $29.99. Other shirts have images of players such as Lebron James and Kobe Bryant, retailing for $39.99. Available at Niketown Atlanta at Phipps Plaza and at www.nike.com and www.usolympicshop.com.

Adidas footwear

Adidas is supplying more than 500,000 pieces of apparel and footwear to athletes and others involved in the Games, according to the company.

It's Made for Beijing Collection, created for everything from cycling to tae kwon do, has ClimaCool mesh layers and a sock liner with a global positioning system grid map of the venue where the competition is held. Prices vary, depending on the shoe. Available at www.shopadidas.com or www.eastbay.com.

America pillow

This hand-embroidered pillow can be pulled out for those late nights watching the Games or be part of your decor for Olympic-viewing parties. $199.95. Available at Swoozie's stores or at www.swoozies.com.