All Winter Sports articles
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ArticleDale of Norway strengthens North American 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.
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ArticleLuhta shows Olympic looks in Milan
Finnish sportswear brand presented Milano Cortina 2026 opening ceremony collection at the IOC’s inaugural fashion event alongside 20 nations.
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ArticleHervis sold to Snipes founder consortium
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.
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ArticleDescente in Cortina: home, museum, and showcase
Japanese brand will showcase 90-year history, racing suit technology, and provide athlete support during Olympic Winter Games period.
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ArticleThe new Olympic deal empowering athlete storytelling
A groundbreaking partnership between WFSGI, IOC and IPC is transforming how brands support athletes during the Games - when it matters most.
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ArticleOdlo Time to Rise: a biathlete’s resilience story
Swiss performance brand follows Aita Gasparin’s return to elite competition after a three-year absence.
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ArticleItaly unveils triathlon tourism project
Four major events across Italy aim to diversify tourist flows and showcase destinations beyond traditional routes.
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ArticleVisa Study: AI reshapes winter sports participation
AI is reshaping how Americans engage with winter sports, with 44% planning snowboarding bookings inspired by the Olympics, Visa study shows.
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ArticleWinter Games 2026: Who wears what?
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.
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ArticleProwinter Test Days return to Carezza
On 12–13 January 2026, brands, retailers and rental operators converge on Carezza for Europe’s earliest alpine ski equipment test of the season.
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ArticleVuori launches sustainable snow collection
Athleisure brand Vuori launches its first Snow Collection, featuring shells, bibs and pants made from 100% NetPlus® recycled fabric sourced from fishing nets.
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News briefsStöckli extends ski warranty to 4 years
Swiss ski maker Stöckli now offers a four-year warranty on all new skis, a first in the industry, signaling confidence in durability and quality.
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ArticleOlympic flame handed to Italy
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.
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News briefsMoncler returns to Winter Olympics
Moncler will sponsor Team Brazil at the 2026 Winter Olympics, marking its return to the Games with performance gear and iconic style.
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ArticleHockey team USA unveils 2026 hockey jersey
Team USA’s 2026 Olympic ice hockey jersey pays tribute to the 1960 Squaw Valley champions, unveiled ahead of Milano Cortina Winter Games.
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News briefsNike x Jacquemus Après Ski collection launches
Nike and Jacquemus launch an 18-piece Après Ski collection blending GORE-TEX performance outerwear with high-fashion design. Available now.
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ArticleSnow League raises $15m for global expansion
The Snow League, founded by Shaun White, has raised $15 million to expand its professional snowboarding and freeskiing league globally, with backing from 359 Capital, BITKRAFT Ventures, and Fenway Sports Group’s Linda Henry.
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ArticleLululemon unveils Team Canada 2026 Winter Games kit
Lululemon, in partnership with the Canadian Olympic and Paralympic Committees, has unveiled a technical and inclusive Team Canada kit for the 2026 Winter Games.
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ArticleUnion Binding Company launches its first snowboard boot
Union Binding Company has launched its first snowboard boot, the Reset Pro, through its new Union Boot Division, based in Italy’s technical footwear district.
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ArticleItaly enforces helmet rule for all skiers
From Nov. 1, Italy will require all snow sports participants to wear CE-certified helmets, tightening slope safety ahead of the Milano Cortina 2026 Olympics.
