Micheal Phelps may be in some trouble for his recent photo shoot with Louis Vuitton.
The photos for the campaign taken by photographer Annie Leibovitz were leaked onto the internet last week, violating the International Olympic Committee's Rule 40. This provision bars athletes from promoting any non-Olympic sponsors from July 18 to Aug. 15. Photos from the campaign mysteriously leaked on August 13.
The “Core Values” campaign for Louis Vuitton was set to begin on Aug. 16 in order to abide by the rule. The campaign features a striking pictorial of Phelps alongside former Soviet gymnast Laris Latynina, whose 18 Olympic medals was surpassed by Phelps with gold in the men’s freestyle team relay.
The IOC’s punishment for Rule 40 can range from fines to even stripping of medals.