Michael Phelps' new Sports Illustrated cover could make Under Armour furious

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Simone Biles, Michael Phelps, and Katie Ledecky grace new cover of Sports Illustrated

Something fishy is going on.

Eben Novy-Williams and Scott Soshnick at Bloomberg have pointed out that Under Armour's star athlete, Michael Phelps, isn't wearing Under Armour on the cover of its magazine.

Rio Olympics-Sports Illustrated

He's wearing Nike.

"This will go on the wall at Nike," Rick Burton, who previously worked as a US Olympic Committee chief marketing officer, said to Bloomberg. "Under Armour must be going wild behind closed doors."

An Under Armour spokesperson and Phelps' agent told Bloomberg that he was required to wear Nike, as it's Team USA's sponsor for the Olympics.

But three sources told Bloomberg there was no such requirement.

Under Armour did not immediately respond to Business Insider's request for comment.

RELATED: Michael Phelps at the Rio Olympics

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Michael Phelps at the Rio Olympics
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Michael Phelps at the Rio Olympics
RIO DE JANEIRO, BRAZIL - AUGUST 11: Michael Phelps of the USA competes in the Men's 100m Butterfly Heats on Day 6 of the Rio 2016 Olympic Games at the Olympic Aquatics Stadium on August 11, 2016 in Rio de Janerio, Brazil. (Photo by Vaughn Ridley/Getty Images)
RIO DE JANEIRO, BRAZIL - AUGUST 11: Michael Phelps of the United States prepares ahead of his Men's 100m Butterfly heat on Day 6 of the Rio 2016 Olympic Games at the Olympic Aquatics Stadium on August 11, 2016 in Rio de Janeiro, Brazil. (Photo by Elsa/Getty Images)
USA's Michael Phelps competes in a Men's 100m Butterfly heat during the swimming event at the Rio 2016 Olympic Games at the Olympic Aquatics Stadium in Rio de Janeiro on August 11, 2016. / AFP / GABRIEL BOUYS (Photo credit should read GABRIEL BOUYS/AFP/Getty Images)
RIO DE JANEIRO, BRAZIL - AUGUST 09: Phelps Michael of the United States celebrates his 20th golden Olympic medal after winning the Men's 200m Butterfly Final at the Olympic Aquatics Stadium during the Rio 2016 Summer Olympic Games on August 09, 2016 in Rio de Janeiro, Brazil. 9/08/2016 (Photo by Peter De Voecht / Photonews via Getty Images)
TOPSHOT - USA's Michael Phelps competes in a Men's 100m Butterfly heat during the swimming event at the Rio 2016 Olympic Games at the Olympic Aquatics Stadium in Rio de Janeiro on August 11, 2016. / AFP / François-Xavier MARIT (Photo credit should read FRANCOIS-XAVIER MARIT/AFP/Getty Images)
RIO DE JANEIRO, BRAZIL - AUGUST 11: Michael Phelps of the United States competes Men's 100m Butterfly heat on Day 6 of the Rio 2016 Olympic Games at the Olympic Aquatics Stadium on August 11, 2016 in Rio de Janeiro, Brazil. (Photo by Adam Pretty/Getty Images)
RIO DE JANEIRO, BRAZIL - AUGUST 10: (L-R) Michael Phelps and Ryan Lochte of the United States compete in the second Semifinal of the Men's 200m Individual Medley on Day 5 of the Rio 2016 Olympic Games at the Olympic Aquatics Stadium on August 10, 2016 in Rio de Janeiro, Brazil. (Photo by Al Bello/Getty Images)
RIO DE JANEIRO, BRAZIL - AUGUST 10: Michael Phelps of the USA and Thiago Pereira of Brazil smile after competing in the Men's 200m Individual Medley Heats on Day 5 of the Rio 2016 Olympic Games at the Olympic Aquatics Stadium on August 10, 2016 in Rio de Janerio, Brazil. (Photo by Vaughn Ridley/Getty Images)
USA's Michael Phelps warms up before competing in a Men's 200m Individual Medley heat during the swimming event at the Rio 2016 Olympic Games at the Olympic Aquatics Stadium in Rio de Janeiro on August 10, 2016. / AFP / GABRIEL BOUYS (Photo credit should read GABRIEL BOUYS/AFP/Getty Images)
USA's Michael Phelps celebrates with his gold medal during the podium ceremony for the Men's 4x200m Freestyle Relay Final as part of the swimming event at the Rio 2016 Olympic Games at the Olympic Aquatics Stadium in Rio de Janeiro on August 9, 2016. / AFP / François-Xavier MARIT (Photo credit should read FRANCOIS-XAVIER MARIT/AFP/Getty Images)
Michael Phelps of the United States of America celebrates after the men?s 200m butterfly final of swimming at the 2016 Rio Olympic Games in Rio de Janeiro, Brazil, on Aug. 9, 2016. Michael Phelps won the gold medal with 1 minute 53.36 seconds./ CHINA OUT
RIO DE JANEIRO, BRAZIL - AUGUST 9: Gold medalist Michael Phelps of USA is congratulated by his fiancee Nicole Johnson, their 3 months old baby Boomer Phelps and his mother Debbie Phelps (left) following the medal ceremony for the men's 200m butterfly on day 4 of the Rio 2016 Olympic Games at Olympic Aquatics Stadium on August 9, 2016 in Rio de Janeiro, Brazil. (Photo by Jean Catuffe/Getty Images)
RIO DE JANEIRO, BRAZIL - AUGUST 07: Michael Phelps and Caeleb Dressel of the United States celebrate winning gold in the Final of the Men's 4 x 100m Freestyle Relay on Day 2 of the Rio 2016 Olympic Games at the Olympic Aquatics Stadium on August 7, 2016 in Rio de Janeiro, Brazil. (Photo by Clive Rose/Getty Images)
RIO DE JANEIRO, BRAZIL - AUGUST 09: Michael Phelps of United States celebrates his gold medal after the final men's 100m freestyle at Olympic Aquatics Stadium on August 9, 2016 in Rio de Janeiro, Brazil. (Photo by Xavier Laine/Getty Images)
RIO DE JANEIRO, BRAZIL - AUGUST 08: Michael Phelps of the United States is congratulated by Tamas Kenderesi of Hungary in the second Semifinal of the Men's 200m Butterfly on Day 3 of the Rio 2016 Olympic Games at the Olympic Aquatics Stadium on August 8, 2016 in Rio de Janeiro, Brazil. (Photo by Quinn Rooney/Getty Images)
USA's Michael Phelps celebrates after he won the Men's 200m Butterfly Final during the swimming event at the Rio 2016 Olympic Games at the Olympic Aquatics Stadium in Rio de Janeiro on August 9, 2016. / AFP / CHRISTOPHE SIMON (Photo credit should read CHRISTOPHE SIMON/AFP/Getty Images)
RIO DE JANEIRO, BRAZIL - AUGUST 08: Michael Phelps of the United States ahead of the second Semifinal of the Men's 200m Butterfly on Day 3 of the Rio 2016 Olympic Games at the Olympic Aquatics Stadium on August 8, 2016 in Rio de Janeiro, Brazil. (Photo by Al Bello/Getty Images)
USA's Michael Phelps warms up before competing in a Men's 200m Butterfly heat during the swimming event at the Rio 2016 Olympic Games at the Olympic Aquatics Stadium in Rio de Janeiro on August 8, 2016. / AFP / Odd Andersen (Photo credit should read ODD ANDERSEN/AFP/Getty Images)
RIO DE JANEIRO, BRAZIL- AUGUST 07: Michael Phelps and Caeleb Dressel of the United States celebrate winning gold in the Final of the Men's 4 x 100m Freestyle Relay on Day 2 of the Rio 2016 Olympic Games at the Olympic Aquatics Stadium on August 7, 2016 in Rio de Janeiro, Brazil. Lucas Oleniuk-Toronto Star (Lucas Oleniuk/Toronto Star via Getty Images)
Swimmer Michael Phelps carries the flag to lead the U.S. team during the opening ceremonies of the Summer Olympic Games on Friday, Aug. 5, 2016, at Maracana Stadium in Rio de Janeiro, Brazil. (Mark Reis/Colorado Springs Gazette/TNS via Getty Images)
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In 2012, the United States Olympic Committee cemented a partnership with Nike that would last through 2020, Reuters reported.

"It is always challenging analyzing, interpreting, and managing the myriad rules and regs with which the athletes are told they must comply, with their eligibility at stake," Phelps' agent, Peter Carlisle, told Bloomberg.

Bloomberg notes that this cover will reach about 18.2 million people.

In this behind-the-scenes video, though, Phelps is wearing Under Armour shoes, Bloomberg points out.

The video is below.

In the past, Phelps has done his duty as an Under Armour spokesperson, going so far to say that he's never even worn Nike.

"For me, growing up in Baltimore, Under Armour is the sports line. It's what I grew up with my whole life," he said to Adweek in March. ""I don't know another brand. To be honest, I have never worn a pair of Nikes in my entire life. I couldn't even wear Nikes when I was with Speedo, before Under Armour. I've literally never tried on a pair of Nike shoes."

However, there's something quite revealing in that Adweek story, as writer Tim Nudd wrote that he: "backtracks on this a little, and admits to having worn them on the podium when Nike was a team sponsor. But he insists he's never done so recreationally."

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