The countdown has begun. From February 6th, 2026, the world's best athletes will be competing at the Olympic and Paralympic Winter Games. The entire marketign machine is being employed across all channels and media, to promote and share the athletes success. The marketing for the 2026 Milan-Cortina Winter Olympics highlights "Italian Style," with a focus on high fashion, sustainability, and digital-first fan engagement. Over 1.2 million tickets have already been sold. Key themes include the slogan "IT's Your Vibe," mascot-driven campaigns, and advanced broadcasting technologies, with sponsorships capitalising on the winter sports boom. Demand for official Olympic merchandise has surged, particularly for apparel and soft plush toys named Tina and Milo. Tina, a white stoat, represents the Olympic Games, while Milo, a brown stoat, represents the Paralympic Games.
Renowned Italian apparel brands, such as EA7 by Giorgio Armani, have created exclusive items for the Milano Cortina Winter Games. Armani’s sports line, EA7, has been the official technical outfitter of Italy’s Winter Sports Federation (FISI) since 2022 and features top Alpine skier Sofia Goggia as its ambassador. EA7 will once again be the official outfitter for the Italian team during the Winter Olympics. Moncler is making a comeback at these Winter Games after nearly six decades, having last participated in the 1968 Olympics in Grenoble, France. Additionally, Prada and Loro Piana have opened new stores along Cortina's main shopping street, Corso Italia. Nearby, Harmont & Blaine has returned to Cortina d’Ampezzo with its second year of partnership at the Chalet Tofane ski lodge. The brand has customised the lodge’s furniture and décor with its signature dachshund logo, featuring wooden sculptures and graphic upholstery. In celebration of this partnership, Harmont & Blaine has launched a new mountain-inspired capsule collection called “Cortina a Colori,” filled with casual and leisure apparel and accessories, including Fair Isle sweaters, checkered overshirts, and corduroy pants.
And to top it all off, this month, luxury publishing house Assouline released a new coffee-table book, titled “Cortina d’Ampezzo,” as part of its destination series.Of course food cannot be missing out! A new pasta, unlike any other, has been created for the @milanocortina2026 Winter Olympics. Shaped after the five @olympics rings, this exclusive creation by the International Olympic Committee (IOC) was produced especially for the Games, and it’s not for sale
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