even while absorbing the intense athletics of the olympics, great typography takes my eye and thoughts away from the action

Click on the TV. Straight to the Olympics. NBC stinks, by the way, at showing this incredible athletic event. I get way more talk from non-athletes than staight up competition (this whole gripe is for an angry strongo comic on another occassion). Ski Jumping!!! Cool!!! Don't know a single athlete. Don't care! It's the Olympics! It's all about the flag on the outfit. Very exciting. Then.... the mustache. This talented jumper has an old school almost handlebar that is mighty cool. He jumps amazing. Slides over to the camera, and as usual, pops the skis off and gets them into the TV screen as soon as possible. 

THEN.... The ski comes into view. It's beautiful. Clean. Gridded. Helvetica. Very Swiss. Even as I type this out and the image is before me, I keep glancing up and checking it out. Great spacing. Fits snuggly but breathes well. I would hang the ski in my house like any other piece of cool design that I may find. You can check out the skis and the typography used a bit closer at the Slatnar site here.
GO USA!!!!