In my opinion if Michael Phelps never announced his retirement and stated he was looking for 7-gold medals come London and that nothing was going to stop him, not only would he have been on the cover of Time Magazine but Octagon would be making twice as much money!
It's face palm time! - Great cover too!
From USA Today:
"... For TIME there were too many athletes for one cover. So they released five,including three in the U.S. Swimmer Ryan Lochte, gymnast Gabby Douglas and hurdler Lolo Jones all are featured on separate covers. British heptathlete Jessica Ennis is the cover in Europe, the Middle East and Africa, while Japanese soccer star Homare Sawa is the cover is Asia. ..."