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TheOlympicsare nothing if not an exercise in branding (and athletic prowess and international relations, I guess).

Great Britain’s Tom Daley knitting as he watches the Women’s Synchronised 3m Springboard Final at the Aquatics Centre on…

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And how better to broadcast that eagle screechin, star-spangled enthusiasm than through capitalism?

Thats rightIm talking about merch, baby!

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Image may contain Tom Daley People Person Child Teen Head Face Accessories Jewelry Ring Adult and Clothing

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Daleys hobby is no surprise to fans who watched him knit his way through the 2020 Olympics.

The front breast features an Eiffel Tower, while the back boasts his last name.

But really, who else could rock a hand-knit sweater like Tom Daley?

Great Britain’s Tom Daley knits in the stands during the Women’s 3m Springboard Final at the Tokyo Aquatics Centre on…

Joe Giddens - PA Images/Getty Images

TOKYO JAPAN AUGUST 02 Tom Daley of Team Great Britain knits during the Men’s 3m Springboard Preliminary Round on day…

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TOKYO JAPAN AUGUST 07 Thomas Daley of Team Great Britain is seen knitting before the Men’s 10m Platform Final on day…

Clive Rose/Getty Images