On February 6, the 2026 Winter Olympics kicks off in Milano-Cortina, and retailers and brands aren’t just watching from the sidelines. From limited-edition collections to multi-channel advertising blitzes, the games this year are proving to be a powerful engine for retail innovation and growth. It’s primed to be the most lucrative Olympics yet, with over 100 new advertisers investing in them.
What sets the Olympics apart from other sporting events is the long lead-in and multi-platform exposure for brands. Retailers run campaigns that span multiple months, using early drop strategies, athlete partnerships and omnichannel activations that keep momentum alive.
1. Limited-Edition Collections and Olympic-Inspired Merchandise
One of the most visible ways retailers drive Olympic-related demand is through curated apparel and gear. Seasonal outdoor wear and branded accessories tied to the games help them capture two audiences at once: fashion lovers and sports enthusiasts.
J.Crew, for example, launched a special U.S. Ski & Snowboard collection in collaboration with the national team. The 26-piece capsule blends retro alpine style with modern pieces, tapping into Olympic excitement. Olympic athletes, including Colby Stevenson, Hailey Langland and Rell Harwood, are featured in the campaign, which lends more authenticity and credibility to the products.
Lacoste has unveiled a new Olympic Heritage apparel range that celebrates the style of the 1988 Games in Seoul, including a nylon satin bomber jacket and an updated version of Lacoste’s signature polo shirt. And Columbia Sportswear, which designed the Team USA Curling uniforms, is selling replica uniforms to the public.
2. Generate Buzz With Sponsorships and Official Partnerships
Official partnerships with Olympic bodies give some consumer brands unique marketing rights. First Aid Beauty was recently named the official skincare brand of Team USA, aligning its products with athlete performance in harsh winter conditions.
And Ralph Lauren, the longtime official outfitter of Team USA, is leaning into its heritage positioning with tailored outerwear and knitwear that carry an unmistakable Americana theme. Apparel for sale on the Team USA shop includes a $2,000 Women’s Opening Ceremony Toggle Coat and a $1800 Men’s Closing Ceremony Jacket, as well as more affordably priced items.
Similarly, brands like lululemon have stepped up with official athlete kits for Team Canada. The uniform is engineered with layers and insulation for various temperatures and incorporates feedback from Paralympians on adaptive designs.
Other brands recruit Olympic athletes to appear in their ads to boost sales. In November, non-alcoholic beer brand Corona Cero launched its Olympic campaign, ‘Golden Moments,’ which celebrates “the joy found in life’s quieter victories.” Mark McMorris, three-time Olympic snowboarding bronze medalist, is the face of the campaign.
3. Advertise to Break the Ice With New Audiences
Retailers aren’t just selling products; they’re selling visibility and brand awareness for new customers. The reach and engagement of Olympic programming create a rare confluence of scale and cultural relevance that few other events can match, and they’re investing in advertising to reach those audiences.
This reach is in high demand: NBCUniversal officially sold out of its ad inventory a month before the Olympics, setting a new record with more advertisers investing in the upcoming Winter Games than ever before. This includes both traditional TV buys and digital placements that span streaming and programmatic channels, with partners such as P&G, Samsung, Coca-Cola and Omega.
4. Promotional Campaigns and Consumer Engagement
Beyond big campaigns and sponsorships, many brands tie Olympics themes directly into promotions that drive purchase behavior. For instance, Coca-Cola is running Olympic swag giveaways tied to product purchases.
In September, Chinese electronics maker TCL announced that two TCL TV buyers would be chosen to win all-expenses-paid tickets to the Olympics. And in December, laundry care brand Downy (P&G), gave away tickets to the Olympics to cheer on the U.S. Men’s Ice Hockey Team.
In Canada, General Mills marked the release of its commemorative Olympic and Paralympic packaging with a nationwide free toque (beanie) giveaway. With every specially-marked cereal box, families can claim a limited-edition Go Canada toque.
5. How Smaller Retailers Can Ride the Olympic Wave
Smaller retailers don’t need official Olympics partnerships to benefit from their energy. Many are curating winter-themed assortments like cold-weather gear and cozy home goods and launching them during peak Olympic viewing weeks. Brands can also capture this energy by offering giveaways, limited-edition drops or product stories inspired by athletes (not just Olympians). Brick-and-mortar retailers can also embrace Olympics-inspired window displays.
Social media is another perfect place to promote excitement, especially for smaller businesses. Real-time content such as short-form videos tied to Olympic moments, events paired with product suggestions, and flash promotions can be enormously successful for smaller brands at a fraction of the cost.
From Milan to Main Street, the games transform winter retail into a worldwide celebration of both sports and style. Through smart collaborations and exclusive collections, retailers are embedding themselves into one of the year’s most talked-about global moments.
Image via Unsplash.