Milano Cortina 2026: Sporting Goods Industry Coverage

IN THE SPOTLIGHT

Norway wins Milano Cortina 2026 - on and off the piste

2026-02-22T16:36:00+00:00By Valentina Giannella

With 41 medals and 18 golds, Team Norge left the Alps as the undisputed champion. The brands dressing them didn’t go unnoticed.

Latest

Milano Cortina viewership data: the Olympics still matter
2026-02-25T19:37:00+00:00
Record audiences across the US, Europe and Japan confirm the Winter Games as a premium platform – if brands know which athletes to bet on.
Norway wins Milano Cortina 2026 - on and off the piste
2026-02-22T16:36:00+00:00
With 41 medals and 18 golds, Team Norge left the Alps as the undisputed champion. The brands dressing them didn’t go unnoticed.
Olympics face rival views on climate legacy
2026-02-17T17:34:00+00:00
The IOC claims a milestone in responsible Games delivery; athletes and advocacy groups say the bar needs to move much higher, and faster.
Chinese brands claim visibility podium at Milano Cortina
2026-02-16T15:46:00+00:00
Li-Ning, Anta, Peak, and Toread collectively supplied apparel for delegations from China to Ecuador, marking their most prominent global showcase to date.
Alibaba unveils AI showcase at Milano Cortina 2026
2026-02-12T10:36:00+00:00
The Olympic partner’s Milan installation demonstrates how AI could reshape virtual retail. First AI-generated Olympic art also unveiled.
Nike designs custom look for Jannik Sinner
2026-02-10T20:12:00+00:00
The tennis champion received a one-of-one design incorporating his Alpine heritage and skiing background for appearances during the Winter Games.
Salomon’s new campaign: innovation as future engine
2026-02-10T11:21:00+00:00
The French brand uses its premium Olympic partnership to reconnect with winter sports heritage while maintaining its fashion-forward momentum.
Winter Olympic Weekend Feb 7–8: Podiums and Products
2026-02-09T21:13:00+00:00
Fischer dominated Nordic events, Atomic and Head battled in alpine, and EA7 Armani led visibility. Weekend brand scoreboard Feb 7–8
IOC honors climate leaders at Milano Cortina
2026-02-08T21:20:00+00:00
Athletes, NOCs and IFs recognized for measurable climate action ahead of Milano Cortina 2026 Winter Games
IOC releases 2025 results: five TOP sponsors exit
2026-02-05T17:41:00+00:00
Consolidated financial statements approved in Milan reveal sponsorship revenue fell to lowest level since 2020.
Luhta shows Olympic looks in Milan
2026-02-05T12:47:00+00:00
Finnish sportswear brand presented Milano Cortina 2026 opening ceremony collection at the IOC’s inaugural fashion event alongside 20 nations.
Milano Cortina 2026: Olympics culture program unveiled
2026-02-04T15:14:00+00:00
The Cultural Olympiad initiatives run under the tagline “Culture moves the world”.
Descente in Cortina: home, museum, and showcase
2026-02-03T11:50:00+00:00
Japanese brand will showcase 90-year history, racing suit technology, and provide athlete support during Olympic Winter Games period.
The new Olympic deal empowering athlete storytelling
2026-02-03T10:00:00+00:00
A groundbreaking partnership between WFSGI, IOC and IPC is transforming how brands support athletes during the Games - when it matters most.
Odlo Time to Rise: a biathlete’s resilience story
2026-02-02T07:15:00+00:00
Swiss performance brand follows Aita Gasparin’s return to elite competition after a three-year absence.
DICK’S names nine Team USA Olympic ambassadors
2026-02-02T07:14:00+00:00
Nine Olympic and Paralympic athletes will share behind-the-scenes content and direct youth sports grants as DICK’S builds Milano Cortina 2026 activation.
A B2B event for Italy’s sporting goods industry alongside Milano Cortina 2026
2026-02-02T07:14:00+00:00
The Italian Trade Agency and Assosport are connecting domestic brands with international buyers at an event on 8 February during the Winter Games.
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.
Winter Games 2026: Who wears what?
2026-01-27T07:21:00+00:00
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.