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Cult of personality

Putin has cultivated a cult of personality for himself with an outdoorsy, sporty, tough guy public image, demonstrating his physical prowess and taking part in unusual or dangerous acts, such as extreme sports and interaction with wild animals, part of a public relations approach that, according to Wired, "deliberately cultivates the macho, take-charge superhero image." In 2007, the tabloid Komsomolskaya Pravda published a huge photograph of a shirtless Putin vacationing in the Siberian mountains under the headline "Be Like Putin".

Numerous Kremlinologists have accused Putin of seeking to create a cult of personality around himself, an accusation that the Kremlin has denied. Some of Putin's activities have been criticised for being staged; outside of Russia, his macho image has been the subject of parody. Putin's height has been estimated by Kremlin insiders to be between 155 and 165 centimetres (5 feet 1 inch and 5 feet 5 inches) tall but is usually given at 170 centimetres (5 feet 7 inches).

There are many songs about Putin, and Putin's name and image are widely used in advertisement and product branding. Among the Putin-branded products are Putinka vodka, the PuTin brand of canned food, the Gorbusha Putina caviar, and a collection of T-shirts with his image.