The Olympic Games usually generate a hot, must-have item (remember the Roots USA berets at the 2002 Winter Olympics?). Looks like next month’s Beijing Games may be forced into facemask fashion. The problem: Beijing’s air sucks so bad that the International Olympic Committee will cancel or postpone events if the heat and smog reach dangerous levels. “As of mid-July, Britain, Canada and the U.S. were among countries considering air-filtering masks for their athletes to wear off the field,” reports Sports Illustrated in its Olympic Preview edition. So, while our athletes are sidelined sucking bad air through Old Glory masks, imagine the commercial potential for spectator masks? Fans breathe too, right? The prime-time exposure on NBC is literal Olympic gold! Imagine fifty thousand KFC logos looking back at you from the stands.