And the Gold for Branding Goes To…

We’ve been treated to some magical sporting moments recently at the Milano Cortina 2026 Winter Olympics, including a notable shout out to Eileen Gu, who called out a (male) journalist for his “ridiculous” line of questioning when he asked her if she felt like she “missed out” on two Golds, despite being the most decorated free skier in history.

Global events are monumental stages: not only to showcase athletic talents but also to convey deeper messages and meanings.

A rich tapestry of cultural codes were embedded in the performances, the ceremonies and the outfits on this particular world stage.

Let’s give a nod to some of the designers and brands who brought their A-game. High fashion won plaudits for team kits that leant into each country’s culture and national identity – or what it felt it wanted its nation to represent.

We saw cultural motifs, like Mongolia’s “deel” (a kaftan-like tunic to you and me), designed by Goyol Cashmere and Japanese minimalism on display, courtesy of ASICS, a beloved Japanese brand. The Italians opted to collaborate with Armani and emphasised Italian craftsmanship and elegance and the Brazilians appointed Pablo R. L. de Lima, a renowned Brazilian designer known for including indigenous motifs and vibrant colours which reflect the country’s expansive natural beauty.

Events like the Winter Olympics (at their best) inclusive and a true lesson in representation. Brands that attune to the mood and capitalise on the feelings of pride and joy are the winners. Corona Cero was one. Its activation, the “Cero Stress Zone” in the Olympic Village, emphasised relaxation and enjoyment above all else, which was reinforced by its calming ads… Enjoy.