The Winter Olympics is all about speed and grace. The slopes are daunting. The competition will be fierce. Anyone who straps on a pair of skis in Sochi is bold in a way that most of us will never experience. For the U.S., names like Ted Ligety, Bode Miller and Shaun White will be thrown around. The traditional powerhouses like Norway, Austria and Sweden all will have top talent in the medals rounds.

What about Hubertus von Hohenlohe?

Hubertus is on the Olympic ski team for Mexico. Actually, he is the Olympic ski team for Mexico. This will be his sixth Olympics. He’s 55 years old. And a bona fide German prince. Ever heard of him?

If you have, it’s probably not for his prowess on the slopes. It’s likely for his Olympic competition ski suit, which is designed to look like a full fledged Mariachi tuxedo. Complete with the little jacket and red tie.

In an interview with NPR, the “self-proclaimed Mariachi Olympic Prince” is proud of his birth country, and wanted to represent Mexico in a unique way on the world stage in Sochi. Being the lone member of his country’s team, he could have designed any ski outfit he wanted. Perhaps a dazzling flag-based scheme, with colors blurring as he barrels downhill.

But that would be like everyone else, wouldn’t it? Would you notice the Mexico Ski Team if they looked like all the other ski teams? Thankfully, Hubertus seems to enjoy being different. In so many ways—his background, his age, his outfit—he has set himself apart from everyone else, even though he’s not nearly the fastest. But he’s got style, and people notice.

There’s a lesson here, and it’s one that we at SquarePlanet share all the time with our clients (If you’ve been to our office, you know this well): It’s not about trying to be like everybody else. To get noticed, you need to be bold, by telling people what you stand for—what you believe. And you need to create contrast to stand out from the others.

Unfortunately, many tend to do just the opposite—they emulate what everyone else does. It’s the safe route. There’s a sense of comfort in “following the leader.” And it’s all wrong!

Take a look at the way you present yourself and your company—in content, presentations, marketing collateral, websites, with bosses and employees—are you being bold? Being loud and proud in stating what you believe? Delivering with great contrast? It’s a simple concept…but it’s not always easy.

As a prince with multiple citizenship, Hubertus von Hohenlohe could have skied for Austria, Germany, Liechtenstein or Spain. There was hardly any infrastructure in Mexico to support a skier. Why did he make such a bold decision? In his interview with Sports Illustrated, von Hohenlohe summed it up nicely:  “In the end, it seemed ideal that I do it for a country where I could control my own moves.”

After the Olympics close, we may eventually forget who won the Gold in 2014. But hopefully we’ll remember the Mariachi Olympic Prince. Who knows, maybe he’ll become popular like the Jamaican Bobsled team, another team known as much for who they were from as for what they did.

Hubertus stands out, by being true to his beliefs. What could be bolder?