Some athletes at the Winter Olympics are applying tape on their cheeks and noses to protect them from Chinas bitter cold. Many appear to be using the kind of tape usually applied on limbs to support muscles, USA Today reported Wednesday.

The so-called kinesiology tape might look cool, but its functionality on the face has not been tested, warned the CEO of KT Tape, which many athletes are using. In areas outside Beijing where ski, snowboard and biathlon events are hosted, temperatures have regularly plunged to zero . And its been windy.

Weve seen KT Tape used as protection against the wind in winter sports over the years, so although it isnt a clinically approved usage, we appreciate the ingenuity, CEO Greg Venner told USA Today.

KT Tape doesnt endorse the use of kinesiology tape on the face as it isnt clinically tested, Venner added. However, we certainly applaud the creativity we are proud to support Team USA!

Tape designed to insulate the face is available .

Heres a look at some taped Olympians: