Fashion brands are competing for Olympic glory. For apparel and footwear brands, sports have always been less about medals and more about turning national pride into cultural capital, and recently, to convert Gen Z attention into long-term brand loyalty. In Milan — one of the world’s most influential fashion cities — the opportunity presents itself again for the Milan-Cortina 2026 Winter Olympics. Games or global runway? With the Olympic flame set to light up northern Italy next month, the

Tag-uri: Italia