While the world watched the stopwatch, we tracked the logos. The first full weekend of the 2026 Winter Olympics crowned its first champions and delivered serious drama (see: Vonn) – but it also established an early hierarchy for the brands outfitting them. The commercial battle for the podium is now in full swing.
Saturday, Feb 07: the day of speed & flight
Saturday was a textbook example of “podium ownership” by Fischer. By the time the sun set over the Dolomites, the Austrian brand had turned the cross-country tracks into its own showroom.
| Discipline | Medal | Athlete | Nation | Equipment (Skis/Boots) | Apparel/Team Kit |
|---|---|---|---|---|---|
| Alpine (M Downhill) | GOLD | Franjo von Allmen | SUI | Head | Odlo |
| SILVER | Giovanni Franzoni | ITA | Rossignol | EA7 Armani | |
| BRONZE | Dominik Paris | ITA | Nordica | EA7 Armani | |
| X-Country (W Skiathlon) | GOLD | Frida Karlsson | SWE | Fischer | Adidas |
| SILVER | Ebba Andersson | SWE | Fischer | Adidas | |
| BRONZE | Heidi Weng | NOR | Fischer | Dæhlie | |
| Speed Skating (W 3000m) | GOLD | F. Lollobrigida | ITA | MapleZ (Custom) | EA7 Armani |
| Snowboard (M Big Air) | GOLD | Kimura Kira | JPN | Yonex | Burton |
| Ski Jumping (W Hill) | GOLD | Anna Odine Strøm | NOR | Fluege.de/Fischer Sports | Dæhlie |
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Sunday, Feb 08: legacy brands
On Sunday, Atomic and Head traded blows, whilst EA7 Emporio Armani continued to dominate visibility as the host nation’s outfitter.
| Discipline | Medal | Athlete / Team | Nation | Equipment/Technical | Apparel/Kit |
|---|---|---|---|---|---|
| Alpine (W Downhill) | GOLD | Breezy Johnson | USA | Atomic | Spyder |
| SILVER | Emma Aicher | GER | Head | Bogner/Adidas | |
| BRONZE | Sofia Goggia | ITA | Atomic | EA7 Armani | |
| X-Country (M Skiathlon) | GOLD | J.H. Klæbo | NOR | Fischer | Dæhlie |
| Figure Skating (Team) | GOLD | Team USA | USA | Jackson/Riedell | Ralph Lauren |
| Biathlon (Mixed Relay) | GOLD | Team France | FRA | Rossignol/Fischer | Le Coq Sportif |
| Snowboard (M Par. GS) | GOLD | Benjamin Karl | AUT | SG Pro Team | Schöffel |
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Weekend’s verdict: podiums and products
The Nordic monopoly: Fischer’s yellow tide
If the first 48 hours taught us anything, it’s that in the world of cross-country and biathlon, Fischer isn’t just a participant – it’s the landlord. Their clean sweep of the Women’s Skiathlon on Saturday was a marketing masterstroke; when Frida Karlsson, Ebba Andersson, and Heidi Weng stood together, the “Speedmax” branding was inescapable. Fischer ends the weekend as the volume leader, claiming more podium real estate than any other technical hardware brand.
Alpine tug-of-war: Head vs. Atomic
The “Hardware War” on the slopes is proving to be a game of two halves. Head secured the ultimate “Rebels” bragging rights on Saturday with Franjo von Allmen’s blistering Downhill gold. However, Atomic struck back on Sunday. In a race that saw the legendary Lindsey Vonn unfortunately crash out, Breezy Johnson stepped up to secure GOLD for the U.S., instantly boosting the market value of Atomic’s “Redster” line and Spyder’s technical apparel.
History in the making: Sofia Goggia’s triple crown
Sunday provided a moment of pure sporting (and branding) legend as Italy’s Sofia Goggia secured the BRONZE in the Downhill. In what is widely expected to be her final Olympic appearance, Goggia made history as the first female alpine skier to win a downhill medal in three consecutive Olympic Games (Gold 2018, Silver 2022, Bronze 2026). For her technical partner Atomic, this “triple crown” of medals cements Goggia’s status as a generational brand ambassador whose legacy will influence product marketing long after she hangs up her racing boots.
The lifestyle winner: EA7 Emporio Armani
You don’t need to make skis to win the Olympics. As the official outfitter of Team Italy, EA7 Emporio Armani has been the weekend’s most frequent podium guest. From Lollobrigida’s record-breaking skate to the historic “six-medal Sunday” for the Azzurri, the “Milky White” Armani kits turned the ceremonies into a high-performance fashion show, achieving a “Share of Voice” that legacy sports brands can only envy.
Winter Games 2026
Podiums and Products
How sporting goods companies partner with athletes and compete for Olympic success—products, activations, messaging, and strategies.
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