Winter Sports

Dale of Norway strengthens North American team
2026-02-25T09:10:00+00:00By SGI Europe Editorial Team
Coming off strong Olympic visibility in Cortina, the Norwegian heritage knitwear brand — whose garments are produced using hydropower — is investing in US and Canadian wholesale growth.
Luhta shows Olympic looks in Milan
2026-02-05T12:47:00+00:00By SGI Europe Editorial Team
Finnish sportswear brand presented Milano Cortina 2026 opening ceremony collection at the IOC’s inaugural fashion event alongside 20 nations.
Hervis sold to Snipes founder consortium
2026-02-04T15:14:00+00:00By SGI Europe Editorial Team
One of Central Europe’s leading sports retailers changes hands as Snipes founder Sven Voth and Factory Berlin’s Udo Schloemer acquire chain from Spar.
Descente in Cortina: home, museum, and showcase
2026-02-03T11:50:00+00:00By SGI Europe Editorial Team
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+00:00By Katalina Farkas
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+00:00By SGI Europe Editorial Team
Swiss performance brand follows Aita Gasparin’s return to elite competition after a three-year absence.
Italy unveils triathlon tourism project
2026-02-02T07:14:00+00:00By SGI Europe Editorial Team
Four major events across Italy aim to diversify tourist flows and showcase destinations beyond traditional routes.
Visa Study: AI reshapes winter sports participation
2026-01-30T06:57:00+00:00By SGI Europe Editorial Team
AI is reshaping how Americans engage with winter sports, with 44% planning snowboarding bookings inspired by the Olympics, Visa study shows.
Winter Games 2026: Who wears what?
2026-01-27T07:21:00+00:00By Valentina Giannella
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.