It’s all about the fresh mountain air, the thrill of the descent and the unfurling majesty of the snow-baked plains, right?
Well, that and showing off.
For the winter sportsmen not afraid to turn heads, Nike has dreamt up the LunarENDOR Quickstrike boots.
Packing thirty embedded LEDs, they showcase a revamped version of the classic swoosh powered by a lithium ion battery that you can turn on and off – handy for those SOS signals in the event of an avalanche.
The boots are also useful in a practical sense: generous foam padding reduces your landing impact and the liner and shell are reinforced with ‘strobel technology’ that attracts and stores heat – keeping your toes warm and your spirits high.
Oh, and the flashing ticks makes it safer to ski at night. That’s what they’re for. Apparently.
Available mid-December at nike.com, £TBC