in fredericksburg, virginia, kristen wright, news 4. >>> with 41 days to go until the start of the sochi games, people are grabbing their go u.s.a. gear as fast as possible which is making for a patriotic marketing campaign. more on the gear that's glaming up the games. >> reporter: the team usa store is a small part of the olympic training center but nowhere in san diego can you find more sochi gear in the months leading up to the 2014 games. from pens to t-shirts to what's considered the souvenir of choice. a pair of $14 go usa mittens, it's patriotic shopping because proceeds are a huge part of team usa's fundings. unlike most countries, they don't receive government dollars. the olympics also represent a huge marketing opportunity for clothing spontaneous source like nike and rafflph lauren. from boots to belts to scarves. but these items don't come cheap. fingerless gloves are $98. scarves, around 150. >> we incorporated very specific not only fabrications but design features. >> reporter: ken black with nike is excited about their technology, the material with down is separated by