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It all started when Princess Salote of Tonga put out a call to her island nation, looking for at least one Winter Olympian to represent the country. A then 21-year-old IT student who thought it would be fun to be a luger, answered the call, and before he knew it, was part of a bizarre marketing scheme by German underwear maker Bruno Banani. The brand renamed the young luger from Fuahea Semi to Bruno Banani (the same name as the company), moved him to Germany to train and made him the face of its new line of "Coconut Power" briefs. When the stunt was exposed, the IOC's president called it "a perverse marketing idea," but said they could not stop him from competing as long as he qualified. He did, and he's in Sochi!
Source: Deadspin 2/7/14