Michael Phelps, retired and out there playing golf, is not here in Istanbul for world short-course championships but his image and the products he endorses loom large over proceedings at FINA's winter showcase event.
It will be like that for a while after the American capped his career at an all-sports Olympic record of 22 medals, 18 of them gold, at London 2012, including six titles in 2004, eight in 2008 and four more this year.
All of which has placed the greatest Olympian of all time in line for the following honours as the year draws to a close:
He also had the entire November/December issue of Splash Magazine dedicated to his accomplishments.
Phelps is not in Turkey for this week but his coach Bob Bowman flew in last night and while in town will talk further to British Swimming, in his role with TSE Consulting, about its London 2012 review and how to roll out the recommendations of the review panel.
Start lists and results for Istanbul 2012.