Tonight at 8 p.m. EST, opening ceremonies will mark the start of the XXIX Olympiad (that's 29th). And to celebrate the games, the duo behind the aptly-named Opening Ceremony is bringing their impeccable taste to the world of sport for a 72-hour shopping marathon. Founders Carol Lim and Humberto Leon have always stocked the store with their personal favorites from various countries over the years, and this is no different—both are big Olympic buffs. Limited edition sportswear from Nike, Kim Gordon designed tees and accessories by Fallon will be on sale while TVs broadcast the games. We especially like this subversive Giles & Brother ribbon/key chain by Philip Crangi. And if this is like any of their previous endorsements, expect some serious Olympic fever to follow. Keychain, $40, at Opening Ceremony, 35 Howard St., New York; 212.219.2688 and 451 North La Cienega Blvd., Los Angeles; 310.652.1120.

FYI
Medals were first hung around the necks of the athletes at the 1960 Olympics in Rome.