I get that Sochi, Russia, wants to convey a progressive feel with its slogan for the 2014 Winter Games. However, the “Hot. Cold. Yours.” slogan seems more fitting as the name of a Katy Perry song or a hipster band. My first thought was that something had surely been lost in translation, but the Russian Twittersphere indicates that the Russian diction carries much of the same subtext we Anglophones think of. This isn’t the best branding move by Sochi, especially considering the history of debauchery associated with the Games. There is a possibility, of course, that this is exactly the connotation the organizing committee wants.