When I enquire how often he dyes it, he shrugs with a smile. 'I really haven't dyed it that many times,' he protests. 'It has been red for most of my titles, but when I'm not competing, it's like it is today.' Which, for the record, is a neatly cropped, au naturel black. The whole point, for Idowu, is having an image that he can manipulate at will. 'It's the same with the piercings. It wasn't like having tattoos that were permanent.' (Currently visible: lip, eyebrow, ears.)