With tens of thousands of potential customers coming to town, every Vancouver business wants to be associated with the Olympics.
The challenge? How to associate without breaking strict trademark rules.
Some stores have found some creative ways to get around them.
McDonald's, which is an official sponsor, has displays that say 'Go for Gold.' Lululemon clothing boutique displays say "Go for Goals."
At John Fluevog's shoe store, the "must have" item isn't a new pair of shoes, it's a sticker that reads: "John Fluevog Vancouver welcomes the world to the WORD we can't say."
Each 'o' in the statement represents an Olympic ring.
"It's in no way supposed to be anything negative," said marketing director Stephen Bailey. "It's just for fun."
It may be for fun, but VANOC takes its trademark rules very seriously.
Bill Cooper, director of VANOC commercial rights management, says he is evaluating multiple cases each day.
"We're seeing all forms of advertising tied to the Games, be it just leveraging that consumer enthusiasm or be it an attempt to build an association," he said. "Everything is growing. So we're seeing a big proliferation yes."
Cooper said VANOC has "eyes and ears out there at all times."
"Where there's clearly a risk of misleading the consumer and where it clearly has a commercial risk and impacts one of our sponsors, our licensees, we need to focus on resolving those cases," he said.
While Fluevog's stickers are meant to be fun, other businesses could be in for some very serious fights.
Olympia Pizza's signage is made up of five coloured rings.
Owner Mosi Alvand said he worries about being sued.
"It's not resolved. Anytime we are just expecting something can happen because we are under pressure for so long," he said.
At the same time, he said he has no plans to remove the rings.
"I was here before they came to town," he said.
With a report from CTV British Columbia's Shannon Paterson
