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The most recent World University Games were held July 2-12 in Kazan, Russia, with 10,400 university athletes from 162 countries participating in 13 required and 14 optional sporting events.

The 2013 Games were the biggest in the history of the event. There wasn’t a lot of media attention to the Games in the US, but there was one overwhelming theme from the event that did manage to make it into the media stateside: the Russian delegation pretty much thrashed the competition.

The host country won 155 gold medals, with China coming in a distant second with 26. The US came in 7th with 11 gold medals. Russia’s triumph blew the previous gold medal record to smithereens, more than doubling China’s previous record of 75 gold medals from the 2011 Games.

This lopsided showing prompted The New York Times to run a story with the straightforward title “Russia stacked team with stars for World University Games.” While countries like the US tend to send their B-teams to events like the World University Games, Russia sent 18 Olympic gold medalists, and Russian president Vladimir Putin’s response to complainers was pretty unequivocal: Get over it.

Putin was quoted as telling Russian Media, “I’d like to advise them to take up sport themselves, and if they have any health issues to go see a doctor. At the end of the day, maybe they should try some Viagra and then life would get better, would reveal some of its vivid and beautiful sides, and they would see the future.” It would be difficult to imagine a more Putinesque statement, and perhaps difficult to stifle a giggle over it.

But regardless of whether this statement says anything about Putin or about Russia’s geopolitical stance, it certainly says something about Viagra.

As the first prescription drug that could be used to treat erectile dysfunction (ED) in a large proportion of the male population, Viagra quickly became a blockbuster drug for pharmaceutical manufacturer Pfizer after it went on sale back in 1998. Competitors emerged over the years, and Viagra recently lost patent protection in most of Western Europe, as well as Canada. But by being first out of the gate and going unrivaled for several years, Viagra gained a huge advantage: household name status.

Just as people tell coworkers to Google something, invite friends to go out for a Coke, or ask for a Kleenex after a sneezing fit, a world leader telling detractors to “try some Viagra” gets a point across very effectively. In this case, the point is that Viagra has the reputation of conferring strength, resilience, and masculinity. Viagra and Cialis regularly trade the number one and two positions in the rankings of most popular ED drugs, but Viagra is still the more iconic name, despite the competition.

Whether it’s fair or right to associate Viagra with virility and masculinity, there’s no denying that the drug has achieved iconic status in the pharmaceutical world. And it may retain that status for years, even if it steadily loses sales to competitors. As an analogy, Valium may have lost its claim as the highest-selling prescription drug way back in 1978, but the name still frequently used as an all-purpose designation for central nervous system depressants.

Does Viagra make a man “more masculine?” That would depend on how one defines masculinity. What Viagra actually does is allow more blood flow to the sexual organs, making it easier for men to achieve an erection; to some men, readiness for sexual activity will always be inextricably intertwined with masculinity.

Of course, it’s possible that Russia’s president was simply telling grumbling Americans to stop dwelling on the World University Games and go have some fun. Millions of men the world over would attest that Viagra is great for that purpose, too.

eDrugstore.com dispenses genuine, prescription Viagra manufactured by Pfizer at competitive prices and ships securely, discreetly, and swiftly directly to customers. eDrugstore.com also maintains the highest commitment to customer privacy and online security.

Photo Credits: hin255 / freedigitalphotos.net, http://premier.gov.ru/ via Wikimedia Commons, stockimages / freedigitalphotos.net