Emma Coburn did something Monday night in Rio that no American had in three decades: medal in the steeplechase. In the 3000-meter race, which features 28 hurdles and seven water jumps, Coburn broke her own American record with a time of 9:07.63, earning bronze. After the race, she took off her New Balance shoes, hung them around her neck, and took a victory lap—exhibiting her individual sponsor in front of the cameras, in an act of defiance. The action directly challenges a long-standing Olympics policy notorious for inhibiting athletes’ ability to profit off their sport.
Rule 40 in the Olympic Charter bars any businesses (other than official corporate sponsors) from mentioning the Olympics or Olympic-related terms during the entire month of the games, and competitors from mentioning unofficial sponsors, even on social media. For competitors without household names, the rule is a major obstacle to funding, since companies can’t explicitly promote a sponsored athlete’s Olympic success. Elite American track and field athletes make less than $15,000 a year and receive no state funding, other than medal bonuses.
This summer, athletes and companies have fought back. Seattle-based Brooks Running Co., which sponsors 12 athletes in Rio, launched rule40.com and the #rule40 campaign to raise awareness of the U.S. Olympic Committee’s social media stranglehold. Meanwhile, on July 26, the day before the blackout started, many U.S. Olympians pinned tweets about their sponsors to the top of their timeline.
But Coburn’s New Balance display was the highest-profile protest yet. Runner’s World’s Erin Strout reported that Coburn, in a post-race interview, even mentioned the shoe company by name. She corrected herself, saying, “I mean, the company that pays me,” to laughter from the press.
Rule 40 is designed to help national Olympic committees fund operations through exclusive licensing deals—and indeed the exclusivity adds dollar value for the committees and sponsors—but when the reported $10 million that Nike annually pays USA Track and Field serves to disenfranchise rather than support athletes, something is amiss.
Say goodbye or make amends.Image via Canva - Photo by Inna Postnikova
Friends recording on a camcorder.Image via Canva - Photo by capturenow
This is an AI-generated image using the language "A beautiful woman with long eyelashes and red lips surrounded by swirls of colorful makeup." AI/Canva/Elyssa Goodman 
Wiman hiding her face behind a bunch of cashCanva
A mansion and its reflection in the swimming poolCanva
Salzburg at nightCanva
Fancy homeCanva
Happy volunteersCanva
Parents of young children get more time with them if they work from home.Photo credit: Canva
Grieving couple comforting each other
This response to someone grieving a friend might be the best internet comment ever
When someone is hit with the sudden loss of a friend or loved one, words rarely feel like enough. Yet, more than a decade ago, a wise Redditor named GSnow shared thoughts so profound they still bring comfort to grieving hearts today.
Originally posted around 2011, the now-famous reply was rediscovered when Upvoted, an official Reddit publication, featured it again to remind everyone of its enduring truth. It began as a simple plea for help: “My friend just died. I don't know what to do.”
What followed was a piece of writing that many consider one of the internet’s best comments of all time. It remains shared across social media, grief forums, and personal messages to this day because its honesty and metaphor speak to the raw reality of loss and the slow, irregular path toward healing.
Below is GSnow’s full reply, unchanged, in all its gentle, wave-crashing beauty:
Why this advice still matters
Mental health professionals and grief counselors often describe bereavement in stages or phases, but GSnow’s “wave theory” gives an image more relatable for many. Rather than a linear process, grief surges and retreats—sometimes triggered by a song, a place, or a simple morning cup of coffee.
In recent years, this metaphor has found renewed relevance. Communities on Reddit, TikTok, and grief support groups frequently reshare it to help explain the unpredictable nature of mourning.
Many readers say this analogy helps them feel less alone, giving them permission to ride each wave of grief rather than fight it.
Finding comfort in shared wisdom
Since this comment first surfaced, countless people have posted their own stories underneath it, thanking GSnow and passing the words to others facing fresh heartbreak. It’s proof that sometimes, the internet can feel like a global support group—strangers linked by shared loss and hope.
For those searching for more support today, organizations like The Dougy Center, GriefShare, and local bereavement groups offer compassionate resources. If you or someone you know is struggling with intense grief, please reach out to mental health professionals who can help navigate these deep waters.
When grief comes crashing like the ocean, remember these words—and hang on. There is life between the waves.
This article originally appeared four years ago.