Bern, 3 February 2026 – As the world turns its attention toward the Olympic and Paralympic WinterGames Milano Cortina 2026, the World Federation of the Sporting Goods Industry (WFSGI) is gearingup for its second edition of Road to the Games, a pioneering marketing framework for athlete-firststorytelling before, during and after Games time run in collaboration with the International OlympicCommittee (IOC) and the International Paralympic Committee (IPC).
The Road to the Games enables eligible brands to celebrate their sponsored athletes’ and National Olympic Committee (NOC)/National Paralympic Committee (IPC) teams’ journeys in authentic, non-commercial ways - amplifying their stories across predominantly digital channels - whilestrengthening engagement with younger fans and promoting the Olympic and Paralympic values of inclusion, perseverance, and unity.
Building on insights from the Road to Paris pilot project in 2024, which united the IOC, IPC, and 17leading sports brands to celebrate more than 4,000 athletes across 125 countries, generating 3billion engagements — this next phase at Milano Cortina represents a continuation of that success.
A new model for celebrating athletes
‘Road to the Games’ offers eligible WFSGI member brands the ability to celebrate the athletes theysupport using human-centred, non-commercial stories that uphold the integrity of the Olympic andParalympic Games, while respecting the existing Olympic and Paralympic marketing framework,funding models and the principles of solidarity. Athletes remain the focal point: their backgrounds,challenges, triumphs, and personalities.
This approach is grounded in the IOC and IPC’s commitment to expanding digital engagement andensuring that Olympic and Paralympic stories reflect the diversity and reality of athletes worldwide.
Milano Cortina 2026 will be the first Winter Games to fully benefit from this evolved framework,providing an unprecedented platform for winter athletes - from global icons to emerging talents intraditionally underrepresented sports - to be seen and heard.
Emma Zwiebler CEO WFSGI explains, “For decades, the sporting goods industry has supportedathletes’ year-round—long before and long after Olympic and Paralympic competition. Road to theGames acknowledges this contribution, providing a structured and transparent way for brands tohighlight the athletes and teams they support and to invest in elevating their incredible stories in andbeyond the Olympic community, particularly the next generation. The framework remains fullyaligned with the principles of Rule 40, ensuring that communications remain athlete centred, non-commercial, and values-driven.”
Milano Cortina 2026: A platform for new voices
Road to the Games at Milano Cortina 2026 will help bring forward stories that might otherwiseremain untold stories of perseverance in smaller federations, athletes balancing careers withtraining, and the unique challenges of winter disciplines that require extraordinary commitment.
Ansley O’Neal, WFSGI Head of Storytelling shares, “Road to the Games is about elevating the humanspirit of the athletes who inspire us. As we look to Milano Cortina, we have an extraordinaryopportunity to celebrate athletes in a way that honours their lived experiences and the communities that support them. This next chapter represents an exciting moment in the relationship between theIOC, the IPC, and the sporting goods industry—one rooted in integrity, shared purpose, and a belief instorytelling as a force for good.”
Ansley O’Neal, WFSGI Head of Storytelling shares, “Road to the Games is about elevating the humanspirit of the athletes who inspire us. As we look to Milano Cortina, we have an extraordinaryopportunity to celebrate athletes in a way that honours their lived experiences and the communities that support them. This next chapter represents an exciting moment in the relationship between theIOC, the IPC, and the sporting goods industry—one rooted in integrity, shared purpose, and a belief instorytelling as a force for good.”
This new phase aims to:
- Expand youth and global fan engagement
- Broaden representation across winter sports and geographies
- Support athletes’ well-being and visibility in the lead-up to and during the Games
- Reinforce the shared missions to strengthen the Olympic and Paralympic Movementsthrough meaningful, human storytelling
The 26 WFSGI Member Brands taking part in the Road to the Games Milano Cortina 2026 are as follows:
| Adidas | Nordica |
| Atomic | Oakley |
| Bauer Hockey | Odlo |
| Blizzard | phaenom Footwear |
| Decathlon | Risport |
| DESCENTE | Rossignol |
| Dynastar | Salomon |
| The FACTION Collective | Sherwood Hockey |
| Giro | Shred Optics |
| Lange | Tecnica |
| Li-Ning | Under Armour |
| Look | Uniqlo |
| Nike | Yonex |
To find out more about the Road to the Games click here.
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About WFSGI
The World Federation of the Sporting Goods Industry (WFSGI) is the global, not-for-profit tradeassociation for the sporting goods industry. WFSGI is officially recognised by the InternationalOlympic Committee (IOC) as the industry representative within the Olympic Movement. Ourmembers comprise of sports and sports-inspired leisure brands, manufacturers, suppliers, retailers,national/regional federations, industry and trade associations. This represents approximately 70% ofthe global industry by annual turnover. The purpose of the WFSGI is to unite and support the globalsporting goods industry, and ensure a healthier, more active planet for all.
