It's not just the better part of the British population who are cheering on the likes of Lizzie Armitstead and Rebecca Adlington right now; Olympic stars are also getting a Lego-shaped confidence boost courtesy of the brand's mini figurine team.
Lego, an official product of the Olympics, launched its special edition Team GB line back in May with themed figurines including Brawny Boxer, The Stealth Swimmer and Agile Archer.
The pint-sized personalities are currently starring in an outdoor campaign to wish different athletes good luck.
They appear in an animated billboard at Westfield Shepherd's Bush and in three still commercials within the Olympic park.
Each ad can be adapted according to the Olympic schedule to ensure Lego's team are cheering on the right athletes in line with each sporting event.
The yellow athletes are also proving a hit off-screen, with figurines flying off the shelves as Olympic fever takes hold.
"We are racing through them – it’s officially our best-selling unit product in a week and with the event still to come," John Lewis head of merchandising Susan Young told Retail Week. “The momentum around London 2012 is unlikely to drop.”
Are you a fan of Lego's Team GB? Let us know on Twitter or in the comments section below
Picture credit: Rex Features