They've got the 'creative industries' handling down to an art at these Games with quality web coverage, excellent press handling, and they've been right at the forefront of bring fashion to the heart of sport.
All Team USA gear available in the shops, and worn by the team, is made by Ralph Lauren.
But, as mentioned yesterday, it's the Burton Gore-Tex snowboarding gear that's made the biggest impact.
And content to bask in the adulation of a growing army of fans, Team USA have confirmed that they are unlikely to cash in by releasing a public version of the exclusive denim and plad outfits.
Team USA snowboarding press supremo Nick Alexakos (pictured above) said: "We've been really happy with the gear this year, those guys at Burton did a great job. It's been creating a real buzz and we're stoked at how many people are talking about it.
"The boarders love it and it's got us some extra notice which is great. It's probably not going to be released for sale though, it's a special edition and it's something for the athletes."
And it's just that attitude that shows a team fully aware of the value of good publicity and creating a surge of interest at just the right time.
Given my home college's starring performances in the world of fashion (Cardonald College Glasgow has long performed well in the area) it will be fascinating to see whether London and Glasgow are able to tap into such a rich vein of design opportunities when the Olympics and Commonwealth Games come rolling into town - but it's well worth getting the design process started now.
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