Nike. Also since they wear team colors often the only visual form of expression is shoes and jewelry.

So Nike pays for distinctive shoes for Olympic athletes?

Or is this part of Livestrong?

Fred, I agree that bright neon running shoes are trending in 2012.

In addition to yellow I have seen bright green and red.

In the world cup, Nike gave all sponsored teams a team shoe. Usually a gaudy and bold color. Nike is savvy; instead of spending millions to sponsor the games, they run exceptional adverts and pay athletes themselves and teams big bucks to wear their gear. Does anyone even known Adidas is an official sponsor of the Olympics?

I wouldn't be surprised if Nike has a "team" shoe or spike for this Olympics. Being on a team sponsored by Nike is like being a kid in a candy store!

I just did some research an people cannot resist shiny things.

So Nike's bright neon shoes stand out and make people take note.

No, I didn't realize that Adidas is an official Olympics sponsor.

So it's true that brand loyalty can trick peoples' tastes using emotion.

Btw some of the green shoes truly are green.

Bless the marketing behind the Nike Airknit Shoes Olympics 2012...

I wonder if they'll sell a lot of Nike FlyKnit at $150/pair.

This is interesting because research show that you can tell a lot about someone's personality by the shoes they choose. Someone's age, gender, income, and attachment anxiety can be determined at an above chance level just by looking at photographs of their shoes.

Science also has an answer to why high heels are sexy. :)

There's a good deal of research saying the clothing we choose often says something about who we are.

And all colors are not created equal either. Scientific research has shown that:

1) Green can make you more creative.

2) Blondes are better at fundraising and they do have more fun.

3) Countries with lots of colors in their flags are less happy.

4) A yellow price tag makes people think they're getting a discount -- even if they aren't.

5) The color red has all kinds of interesting, athletic, angry, very very sexy and seemingly magic powers.

The man behind the yellow shoes is as interesting as the shoes themselves.