There's some beef brewing between Brooks and Nike over a long-standing Olympics advertising policy.

Brooks has launched a site called #Rule40, a reference to the rule which bars Olympic participants from using their own image in any form of advertisement from July 27 until August 24.

Wall Street Journal pointed out that while Brooks has around a dozen sponsored athletes participating in the event, the brand won't be able to talk about them on social media or mention the competitors in ads during the black out period.

The same goes for Brooks-sponsored U.S. track and field athletes like Jeremy Taiwo and marathoner Desiree Linden, who risk losing their medals if a photo is posted of them with a brand other than the team's official sponsor, Nike.

"Rule 40 affects the athletes in every way... it affects their chances of winning a medal, their financial well being and even their psychological well being," the website says.  

Along with the buzz on social media, Brooks has dropped a run of "generic sportswear" apparel, using a loophole to allow its athletes—and anyone else—to speak out against Rule 40 without actually breaking the rule. Check out what's available here.