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I get jealous when other people get to spend time with my kid.As social-savvy marketers have quickly learned, the U. Olympic Committee has ironclad regulations, backed by U. trademark law, that restrain nonsponsoring brands from saying anything even vaguely evocative of the Olympics. The IOC has zealously guarded its trademarks for decades, of course, but if there was one tipping point, it happened 20 years ago, during the 1996 Summer Olympics in Atlanta. "Most brands don't do it because it's not worth the risk." The IOC reportedly has a pack of lawyers waiting to pounce on any brand that runs afoul of its rules. "There's a good chance they'll come after you, especially if you're using what they consider their intellectual property," said Jim Andrews, svp at sports and entertainment marketing agency ESP Properties.And on July 29, 1996, two pieces of history were made—the athletic kind and the marketing kind.Stockholm City (Klara) used to be vibrant, old neighbourhood with buildings dating from the 18th century. The first shop sign says "Stamps", the next "Furs" and the third "Socks". Two trolley buses at the corner of Drottninggatan and Klarabergsgatan in 1952.