Clothing retailer Chico's is diving in to a new venture. They're pairing up with the mother of Olympic swimming sensation Michael Phelps to sell clothes. Chico's approached Debbie Phelps after seeing her poolside wearing several Chico's outfits.

Chico's spokesperson Jessica Wells says it was great to watch. "We were all watching every night to see what Debbie Phelps would be wearing, and sure enough she was wearing Chico's every night when she was in Beijing."

Phelps has been a long time customer of Chico's and frequents a store in Maryland where she lives. Wells says, "Debbie loves Chico's travelers. Travelers is one of our signature fabrics, it's wrinkle resistant, it comes in many different styles and colors. She loves it because she can throw it in her suitcase, go half way around the world and it be wrinkle free and look great."

But will the Phelps partnership look great to investors. Like many retailers, Chico's stock has struggled in a tight economy. It's down $9 in the past year. Right now it's too early to tell, but stores are excited about the good publicity.
Wells says, "It was so exciting for everyone at Chico's. It's so exciting for our Chico's customers, they immediately recognized the clothes. We had hundreds of calls about what Debbie Phelps was wearing in the stands at Beijing.