There are tons of interesting gear developments being pushed by American companies in the run-up to Athens.

In developing its products, Nike researchers have studied a range of problems from how to keep body temperatures cooler for a longer period of time during competition to whether a swimmer can move faster through water by shaving body hair or wearing a full-body suit. The answer, Nike said, is wearing a suit.

... Even the placement of a seam can make a difference, said Jordan Wand, global director for Nike's Advanced Innovation Team. Seams can add resistance if they are placed in the path of air flow over an athlete's body, he said. By moving a runner's shirt seam to the back from the shoulder, for example, designers can reduce that effect, he said.

There's also a psychological component to designing racing wear, said Todd Van Horne, Nike's Olympics creative director for apparel. Athletes not only aim to be fast, but they also want to look fast to competitors. So in some cases, Nike applied a thick racing stripe to racing outfits. "This really is the art of speed," he said.

... Adidas is rolling out its own slate of products, from a new version of its full-body swimming suit to new sprint shoes. With Athens' hot and humid weather in mind, the company also has fabricated its footwear and apparel using "ClimaCool" technology, which the company says will help athletes keep cool. Aside from showing off its new products, Adidas will enjoy the special status of being the U.S. Olympics team's official footwear and apparel supplier.

The modern Olympic games bring to mind the old Crystal Palace technology expos that were designed to increase awareness and enthusiasm for technology and the marvels of the industrial age.