Michael's new endorsement.

Forget the apology... Let's talk about how Michael Phelps has become the poster boy for Roor Bongs.

Even before the medalist was caught touching his lips to one of these coveted pieces of glass, Roor Bongs were the high-end tools that marijuana connoisseurs contemplated and admired through specialty forums and smokey basements.

But Phelps is no ordinary pot smoker. He needs something special for those superhuman lungs of his. Since the photograph, Roor has become a high-performance bong. Roor has become the Bong of Champions. Roor has become the breast bong ever. (Get it? Breast... Stroke... get... no? Yea I made that one up myself.)

Let's see how many people customize their very own Roor Gold-Medal Worthy bong now that the brand has been exposed through tabloids everywhere.

This Phelps-Bong relationship could really go somewhere. I mean the money probably won't be as good as that from his other sponsors but Roor can probably customize some pretty intricate pieces for him.

Animal analyzed the bong in the picture concluding:

The German made, thick tubed, award winning water pipe features frosted glass diffusers instead of the more standardized rubber grommets and retails for between $120-150. Judging from the photo, it looks like the bong is from their 'Red' series that come in 3.2 mm thickness and range from 13-17 inches, except this one was custom emblazoned—for an additional charge—with a "V". For victory perhaps?

I would love to see what, if anything, Phelps' PR fiasco does for Roor's bottom line.


Additional Reading: Sally Jenkins' Big Bong Theory.