Ad campaign for Louis Vuitton features the star swimmer Michael Phelps that shows Phelps in a bathtub, wearing only goggles and a skimpy brief another that depicts him sitting on a sofa wearing a three-piece suit and chatting with former Soviet gymnast Larisa Latynina was released on internet during the Olympics.

Phelps agent Peter Carlisle denies the news and said, “He didn’t violate Rule 40, it’s as simple as that, all that matters is whether the athlete permitted that use. That’s all he can control.”

“In this case, Michael did not authorize that use. The images hadn’t even been reviewed, much less approved. It’s as simple as that. An athlete can’t control unauthorized uses any more than you can guarantee someone isn’t going to break into your house,” he added.