It's everywhere: on abs, legs, backs, even backsides. The neon tape swathing sprinters and swimmers alike, called Kinesio, is taking London by storm.
"It's all over the Olympics," said Dr. Jennifer Solomon of New York City's Hospital for Special Surgery. "Athletes love it."
Developed by a Japanese chiropractor, Kinesio claims to cut pain and boost performance. And judging by its prominence at this year's Games, athletes think it works.
"If you ask them, they say it does," said Solomon, team physician for the U.S. Tennis Association. "But there's no solid scientific evidence that this tape helps."
Crafted from cotton and medical grade adhesive, Kinesio is more flexible than traditional tape. And when strategically strewn along injured muscles, its gentle tug promotes circulation to help clear out damage, according to its maker.
"No one's claiming this is a cure," said Michael Good, international director for the Albuquerque, N.M.-based company. "It's an adjunct therapy."
But a slew of studies that failed to find bona fide benefits have some experts skeptical.
Read more from ABC News.