It's unlikely you'll see Michael Phelps peel off his shirt, lean out of his open-top Hummer and fling it into the parade crowd today.
That's something he did in 2004, the first time he returned home from the Olympics to attend a parade in his honor. His mother, Debbie, responded in mock horror, and as his female fans squealed, Phelps flashed a cocky grin before reluctantly covering himself.
You won't see that from Phelps today because - sorry, ladies - he's more mature and more comfortable with his fame. His life is more scripted than spontaneous. He also understands that, after winning more gold medals in a single Olympics than anyone else in history, he is as much a brand now as he is an Olympic athlete. Each public appearance represents an opportunity to solidify his status as a coveted corporate pitchman and to help the sport of swimming grow.
He knows his window won't stay open forever. Olympic athletes have a notably short shelf life. And so he intends to capitalize on these moments. He will smile today, soak up the applause, shake hands with politicians and minor celebrities, and then he'll be whisked off to something new: a new marketing campaign, a talk show, a Boys and Girls Club appearance, a speech to a group of CEOs.
Phelps will be honored today in a "Parade of Gold" in Towson and tonight during a "Star-Spangled Salute To Michael Phelps" at Fort McHenry. Ellen Kobler, Baltimore County spokeswoman, said there is no firm estimate on how many people will attend the parade, but "thousands" are expected. In 2004, about 10,000 people attended a similar celebration for Phelps.
Other honorees in the parade include Olympic swimmer Katie Hoff and Paralympic swimmer Jessica Long.
Phelps the pitchman is living a delicate tightrope act, with the potential for overexposure, but it's a challenge Team Phelps is happy to embrace. Swimming has taken a back seat to the promotion of swimming. Recently, he jumped into the pool for the first time in five weeks.
"It's weird not having swimming or working out be a part of your life when you've done it every day for the last 10 years," Phelps said. "It's strange, but it's a good feeling, too."
