There are many ways to make a statement at the Winter Olympics, but this is easily the most frightening.
Canada's skeleton racers came armed for Sochi with helmets that were designed to intimidate and they have truly left an indelible mark.
Among the frightening images that feature on their headgear, the standout is a corpse that belongs to Canadian Sarah Reid. How could you not be scared of this?
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From the very start of her runs, she turns heads.
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Canada's skeleton racers said they wanted to tell a story with their helmets.
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Reid's is the face of a stylized corpse with a Maple Leaf backdrop.
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She said she was split between being a girl and competing in a 'hardcore' sport.
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"So it’s a ‘Day of the Dead’ image,” she told canada.com
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Some have labelled her the sport's Beauty and the Beast.
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Reid was in action on Friday night, but failed to win a medal.
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Fellow Canadian Mellisa Hollingsworth also channelled the dark side.
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And like Reid, her helmet couldn't be more deceiving.