The 2026 Milano Cortina Winter Olympics – or the XXV Winter Olympic Games – held in Italy, had plenty of spectacular moments down the slopes, through the snow and on the ice. There were numerous feats by remarkable athletes and their achievements will live on in history.
But outside the arenas, who won the biggest spotlight? Which countries stood tall? Which athletes made their mark? Which advertisers left an impression to win over viewers?
The Olympic Games used to be for amateur athletes, but not anymore. Pro athletes are invited to compete. Many Olympic athletes arrive with multiple brands endorsing them. And with NIL (Name, Image and Likeness) front and center in college athletes, athletes have become their own brands before they turn pro.
Now, the SWBR Team weighs in on the brands, countries and athletes that made the biggest impact in Italy. From pure heroics and grit to public relations and advertising, much was up for grabs on the world stage.
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ET’s Pick: Columbia Sportswear, Cory Thiesse and Korey Dropkin, USA
Brightest Star: Cory Thiesse and Korey Dropkin delivered a breakthrough performance that reshaped the narrative around American curling. The duo captured the first-ever Olympic medal for a U.S. mixed doubles team, elevating the sport’s profile back home and inspiring a new generation of athletes. Most notably, Thiesse etched her name into history as the first American woman ever to win an Olympic medal in curling, a landmark achievement that stands as a defining moment for the sport in the United States and a powerful symbol of progress on the world stage.
Lasting Impact: Competing on curling’s biggest stage in Columbia-designed performance gear, their podium finish delivered more than just a medal, it gave the brand worldwide exposure during one of sport’s most watched events. As millions tuned in, Columbia’s presence was woven into a moment of American pride, strengthening its association with elite performance and perseverance. The visibility and emotion surrounding their run likely translated into heightened consumer interest in both team merchandise and Columbia’s broader winter apparel line long after the closing ceremony.
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Jess’s Pick: Anta Sports, Eileen Gu, China
Brightest Star: While many athletes arrived in Italy hoping to become household names, Eileen Gu stepped into the 2026 Winter Games already one of the most recognizable and marketable Olympians in the world. Competing for China, she didn’t just add to her medal count; she solidified her place as the most decorated freestyle skier in Olympic history.
But what made Gu shine brightest was not just what happened in the halfpipe. It was the magnitude of her presence. Entering the Games as one of the highest-paid Winter Olympians, earning an estimated $20+ million annually largely from endorsements (from brands like Anta Sports, Louis Vuitton, Beats by Dre, and Red Bull), Gu embodied the evolution of the modern athlete. She was not building fame in real time; she was reinforcing a global brand that already spanned sport, fashion, academics and social media. Every run down the slope doubled as a brand moment. Every medal ceremony was amplified far beyond the arena.
Lasting Impact: Gu’s performance in Milano-Cortina reinforced a new Olympic reality: today’s biggest stars are not just competing for podium spots; they are competing for cultural influence. Her endorsement portfolio, international appeal and cross-market identity demonstrate how athletes can transcend national boundaries and traditional sponsorship models.
Long after the medals are archived, Gu’s impact will be measured in brand equity. She represents a generation of athletes whose value is driven as much by narrative and reach as by results. The slopes in Italy may have showcased her athletic excellence, but the global stage showcased something even larger: the power of a fully realized personal brand.
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Michael’s Pick: Under Armour, Jordan Stolz, USA
Brightest Star: Jordan Stolz was the brightest star of the Olympics for the American team because he delivered one of the most dominant and historic performances of the Games. At just 21 years old, he won two gold medals in the 500-meter and 1000-meter speed skating events and added a silver medal in the 1500-meter, making him one of Team USA’s top medal winners. He set Olympic records in both the 500m and 1000m, proving he was the fastest and most dominant speed skater in the world. His ability to win multiple medals across different distances, break records, and lead the U.S. medal count made him the face of Team USA and one of the defining athletes of the Games.
Lasting Impact: Jordan Stolz made a powerful impact not only for America but also for Under Armour, which supplied the speed skating uniforms for Team USA. His gold-medal performances and record-breaking speed put him and the Under Armour race suits, at the center of global attention. Every victory showcased the brand’s technology, performance design, and innovation on the sport’s biggest stage, reinforcing Under Armour’s credibility in elite winter sports. Stolz’s dominance gave the brand invaluable visibility, associating it with excellence, speed, and winning, while also elevating national pride and inspiring a new generation of American athletes.
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Dave’s Pick: USA Hockey, Jack Hughes, USA
Brightest Star: The U.S. Men’s Hockey Team that won the gold medal by defeating Canada 2-1 in overtime. This was for the first time in 46 years the U.S. won the gold medal in Men’s Hockey, the first time since the 1980 Olympics in Lake Placid, N.Y. Of course that was the same year they beat the Soviet Union in the classic “Miracle On Ice” game. And more specifically, the brightest star in Italy was Jack Hughes, who scored the winning goal in overtime.
Lasting Impact: The gold medal game was watched by 26 million viewers across the U.S., making it the most-watched pre-9 a.m. sports event in U.S. history. Based on viewers alone, the game will be remembered for years to come. But Hughes, after getting a few teeth knocked out, was bloodied and battered, yet stayed in the game to score the deciding goal. There’s no doubt his imperfect smile will bring wide grins to many hockey fans. Behind the heroics of the game, Hughes was a great ambassador for America and for hockey in his post-game comments. The event was a huge public relations success for Hughes and hockey. The event has already generated a huge impact across social media platforms. And Hughes will likely have many endorsement opportunities in his future. That goal was golden on many levels!
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Emma’s Pick: Estee Lauder, Alysa Liu, USA
Brightest Star: A major breakout star was Alysa Liu. At age 20, Liu won gold in women’s singles figure skating, ending a 24-year Olympic gold drought for the U.S. in that event. Beyond her performances, what really set Liu apart was her personal style and how naturally she connects with Gen Z. She doesn’t come across as overly polished or media-trained; she feels real. Whether it’s her makeup, her off-ice fashion, or what she shares online, it all feels like an extension of who she actually is. That authenticity is what resonates most with younger audiences.
Lasting Impact: The Games highlighted how Olympians today are more than just athletes; they’ve become brands in their own right. Athletes like Alisa Liu showed how impactful it can be when personal story, digital presence, and performance align at the right moment.
Her makeup partnership with Estée Lauder reflected that shift. It went beyond a standard sponsorship and positioned her in a way that emphasized confidence and individuality leading into the Games. The collaboration felt considered and aligned with her artistry and presentation style, connecting naturally to beauty messaging around strength and self-expression.
If you want to create a public relations, marketing or advertising moment that helps your company stand out from the crowd, contact SWBR and we’ll roll up our sleeves to help you shine.
