Chris Bennett: Winter Olympians looking cool

Watching Winter Olympians speeding through the snow, hurtling around the rink or flying through the air has become a temporary obsession in the UK.

Perhaps it’s the cold weather that has enabled us to relate to these normally alien sports or perhaps the competitive interest. The UK has a fighting chance in a number of adrenaline-fuelled disciplines, a far cry from the days of Eddie the Eagle or hoping that big bit of granite wouldn’t slide too far down the ‘sheet’ and through the ‘house’ (curling lingo).

The Winter Olympics is something else, it’s cool, and I don’t mean the sub-zero temperatures in Pyeongchang. A good number of those snowboarders are teenagers, many of the sports are aspirational and the kit is fashionable. It may seem a million miles from optical practice but there’s a great opportunity for lifestyle marketing.