Tom Daley, an Olympic diver from the UK, appeared in an advertisement for Adidas swimming trunks and ice dive products. The ad showed Daley wearing Adidas trunks near the UK flag, implying his patriotism for Britain. It suggested that by using Adidas and ice dive products, consumers could look and perform as well as Daley in their sport. The products were ranked like medals in the Olympics. The advertisement ran in Hello magazine on December 4, 2011.