Who? Olympic gold medallist and swimming legend Michael Phelps.
What? Selling handbags via the medium of his abs. Michael is the newest addition to Louis Vuitton's eclectic stable of celebrity ambassadors ranging from Angelina Jolie to Francis Ford Coppola to Michel Gorbachev. The campaign is shot by Annie Leibovitz, and looks rather splendid in our humble opinion.
Where? In his Speedos, in the bath.
More of our favourite fit Olympics athletes, in both senses of the word: