Mark Spitz

The Munich massacre overshadowed Spitz's achievements. The tragedy reverberates today, Spitz, told Whitten in 2002. "The Games have lost a sense of spontaneity. A sense of the whole world coming together in peaceful competition." On a deeply personal level, the events gave Spitz a sense of "responsibility" about publicly identifying himself as a Jew. "I felt an obligation to affirm my ties as a Jew," he added, "and to become educated on the issues so I could speak knowledgeably."

Spitz quickly became one of the most familiar faces in America, if not the world. His agent boasted that he was the greatest American hero since aviator Charles Lindbergh. He quit swimming, put his plans for dental school on ice, and sifted through the barrage of endorsement offers. In 1973 he signed a contract with the prestigious William Morris Agency, which was supposed to manage his career as a celebrity. That year, he also married Suzy Weiner, a model and theatre student at the University of California, Los Angeles. The latter move proved more successful than the former.

Spitz became the spokesman for the Schick Company, and his commercials promoting its razors were widely aired. He also represented Adidas, the California Milk Advisory Board, Speedo, and various other companies vending everything from swimming pool accessories to hairdryers and men's underwear. An image of the times, a poster of Spitz wearing his swimsuit and seven gold medals, appeared everywhere from college dorms to locker rooms and sporting goods stores. Spitz also had theatrical aspirations and appeared on television shows with luminaries that included Sonny and Cher, Bob Hope, and Johnny Carson. He made a guest appearance in the series Emergency and got a role as an announcer in the 1985 made-for-television movie Challenge of a Lifetime, starring Penny Marshall.

Producers and audiences found Spitz's on-screen persona lackluster. Gradually, advertisers also withdrew from Spitz, saying he was losing his appeal because he endorsed too many products. In addition, public relations executives and agents of the time weren't as savvy about successfully marketing athletes. As a result, Spitz lacked the guidance from his handlers that athletes today receive. In earning a reported $5 million, however, Spitz helped pioneer the lucrative game of athletic endorsements.

Self-confident and determined, Mark Spitz became the first swimmer to win seven medals in one Olympiad. That this victory followed the bitter disappointment and chastening during his first Olympic bid, and that it occurred during the most tragic Olympics of all time make Spitz's triumph that much more inspiring.