English sailor Ben Ainslie, is using socks and social media to gain support.
Ben will be competing in the America's Cup with his boat, named Rita.
He's handing out pairs of green and red socks, and asking anyone who gets a pair, to tweet a photo of themselves (or their cat, because let's face it, the internet is nothing without ridiculous cat photos, right?) using the hashtag #BenAndRita.
Ben Ainslie aims to become the most decorated Olympic sailor in history. After London 2012, Ben will fly directly to San Francisco to launch his team as the skipper of the "Ben Ainslie Racing" team in the AC World Series.