The name Martyn Williams is synonymous with Saundersfoot's New Year's Day Swim.
He's chairman of event organisers, Saundersfoot Festivities, and has taken part in every one of the 24 swims to date.
But who's that pictured at the top wearing one of the sought-after 2009 swim shirts to promote the 25th anniversary 'Silver Swim'?
It's none other than Martyn Williams, the Wales and British Lions rugby star, sporting a black eye after last weekend's bruising autumn international against the All Blacks.
Martyn was among the Welsh squad who took time out from their training schedule at the Vale of Glamorgan hotel to lend their support to the event by donning the shirts this week.
Along with fellow Welsh international and British Lion, Phil Bennett, the Cardiff Blues flanker has also joined the swim's 'Become a Legend' campaign aimed at encouraging people to take part in the landmark event.
Other celebrities - the names of whom are still under wraps - will also be joining the campaign in the countdown to the January 1 dip.
Anyone wishing to purchase a shirt can order one via Evans Newsagents, Saundersfoot. All profits will be donated to Breast Cancer Wales (last ordering date - Sunday, December 7).
Further information can be found on the swim's website, http://www.saundersfootnyds.co.uk">www.saundersfootnyds.co.uk.