While a raft of largely unknown Olympic hopefuls are being roped in to promote everything from toothpaste to fragrance (with varying degrees of brand synergy) Coty’s Adidas Body Care brand pulled a blinder today by announcing that Britain’s youngest ever diving champion and budgie-smuggling eye-candy Tom Daley would be their ambassador.

It’s a beautiful fit – both brands are youthful, energetic and performance-driven, and a rather daring attempt to steal some of the official Olympic partner P&G’s thunder in this most special of years.

Loving the patriotic packaging for the Limited Edition Ice Dive range too.