Milano Cortina 2026: Sporting Goods Industry Coverage

IN THE SPOTLIGHT

Winter Games 2026: Who wears what?

2026-01-27T07:21:00+00:00By SGI Europe Editorial Team

From Moncler’s return to Lululemon’s accessible design and less restrictive Olympic branding rules, the Winter Games showcase a new era of Olympic branding and team apparel.

Latest

Visa Study: AI reshapes winter sports participation
2026-01-30T06:57:00+00:00
AI is reshaping how Americans engage with winter sports, with 44% planning snowboarding bookings inspired by the Olympics, Visa study shows.
Lindsey Vonn’s Olympic comeback with a new partner brand
2026-01-27T13:30:00+00:00
Healthcare apparel company FIGS enters elite athlete sponsorship with a strategic bet on Vonn’s return to competitive skiing after a five-year absence.
US ski team unveils 1984-inspired uniforms
2026-01-21T17:05:00+00:00
US Ski & Snowboard reveals nostalgic competition and podium looks designed by Kappa, marking the Italian brand’s debut as official supplier.
Columbia unveils Team USA curling uniforms and fan collection
2025-12-16T10:34:00+00:00
Columbia Sportswear introduces performance-driven uniforms for the U.S. Olympic curling team and a fan collection celebrating American heritage ahead of the 2026 Winter Games.
Milan exhibition traces Olympic history
2025-12-10T16:03:00+00:00
A new Milan exhibition explores 3,000 years of Olympic history, featuring ancient artefacts alongside memorabilia from modern sporting legends.
Italy eyes €5.3bn boost from Winter Games
2025-12-08T15:55:00+00:00
A new study estimates Italy will see a €5.3bn economic boost from the Milano Cortina 2026 Winter Games, spanning immediate spending to long-term value.
Olympic flame handed to Italy
2025-12-04T19:11:00+00:00
The Olympic flame for Milano Cortina 2026 was handed over in Athens and will begin its Italian relay on December 6, covering 12,000 km across 20 regions.
Olympic flame lit for Milano Cortina 2026
2025-11-26T16:16:00+00:00
The Olympic flame for Milano Cortina 2026 was lit in Olympia during an emotional indoor ceremony.
UN adopts Olympic Truce for Milano Cortina 2026
2025-11-26T12:05:00+00:00
The IOC is committed to the Olympic Truce beyond the Olympic Games through the implementation of a series of “sport for peace” activities.
Alibaba launches Milano Cortina 2026 line
2025-11-09T19:07:00+00:00
Alibaba and the IOC have launched Milano Cortina 2026 mascot merchandise and the first Olympic jewelry line, exclusively on Tmall’s Olympic Flagship Store.
Milano Cortina 2026 details closing ceremony
2025-11-09T11:42:00+00:00
The Milano Cortina 2026 Organising Committee has settled on “Beauty in Action” as the title for the closing ceremony at Arena di Verona on Feb. 22, 2026.