The British capital is awash in Olympic ink, tattoo ink, that is.
At Olympic venues around London, competitors flaunt marks of blood, sweat, tears, and hopefully glory, on toned arms, hips and torsos.
But tattoos of the iconic Olympic logo, the five interlocked rings, aren't just for the world's top athletes. Amateurs, performers at the opening ceremony and tourists as well have been inspired to get the Olympic spirit under their skin.
And it's not just in London: Thousands of miles away in Chicago, freelance writer Arika Kaosa says she is planning to ink the Olympic rings on the back of her left ankle next week.
"I love how the colours of the rings represent colours in flags of all the national teams originally in Olympic competition," said the 25-year-old, who has been following the Games on television at home.
"I will use this tattoo as a positive motivator to get back into the level of performing I was previously at," said the keen tennis player.
In the Olympic host city, tattoo parlours say they have been getting some extra business from athletes and people who are involved in the Games.
One potential customer they should look out for: 17-year-old American swimmer Missy Franklin, who has already won four golds and one bronze, has told reporters she wants to get an Olympic rings tattoo once the Games are over.