9 February 2025

Less Than a Year to the Winter Olympics: Fashion Brands Collaborate with Athletes for Milano Cortina 2026

Athletes and Fashion Brands Join Forces

With less than a year to go until the Milano Cortina 2026 Olympic Winter Games, preparations are in full swing. Athletes are intensifying their training, while fashion brands like AlphaTauri are collaborating closely with them to create innovative apparel for the upcoming games.

Trusted Brands Support Olympic Team Austria

One notable partnership is between AlphaTauri and the Olympic Team Austria. As the official outfitter for thermal clothing, AlphaTauri is working diligently on its first Olympic collection. Snowboarder Benjamin Karl is one of the athletes actively contributing to the design process, ensuring the apparel meets both performance and comfort needs.

In addition to AlphaTauri, long-standing partners are also playing a key role in outfitting the team:

• Erima: Providing functional training and sportswear.
• Salomon: Supplying winter, winter running, and running shoes.
• Eisbär: Offering warm hats and headbands.
• Athletes Eyewear: Delivering stylish sunglasses.

The direct involvement of athletes in the design and development process ensures that every piece of gear is optimized for competition.

Countdown Clock Unveiled in Milan

A major milestone was reached on February 6 with the unveiling of the countdown clock in Milan, marking the 365-day countdown to the Winter Games. This symbolic moment fueled the excitement among athletes, fans, and organizers.
With the event schedule now available on milanocortina2026.olympics.com, winter sports fans can start planning their Olympic journey. Over 19 days, 2,900 of the world's best winter athletes will compete in Milan and various alpine locations across Italy, battling for 116 gold medals.


Image: The picture shows Olympic gold medalist snowboarder Benjamin Karl in an outfit by AlphaTauri. Photo: © ÖOC/Christopher Kelemen.