Brands Shine at the Winter Olympics with Immersive Activations

From intimate dining experiences to global brand campaigns, companies leveraged the Olympic spotlight in creative ways.

Published on Feb. 25, 2026

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The 2026 Winter Olympics in Milan and Cortina d'Ampezzo, Italy, provided a global stage for brands to showcase their Olympic partnerships and engage fans. Sporting goods company Salomon hosted an immersive dining experience that blended sensory storytelling with minimalist design, while Delta Air Lines launched a full-scale branding campaign that included a custom Team USA livery and exclusive travel packages. Meanwhile, in New York City, The Skating Club of New York celebrated the Games with an Olympic-themed activation at Rockefeller Center, complete with an ice sculpture and fan events.

Why it matters

The Winter Olympics offer brands a unique opportunity to align themselves with the excitement and prestige of the global sporting event, reaching both international and domestic audiences. These activations demonstrate how companies can leverage their Olympic partnerships in creative, experiential ways that go beyond traditional advertising to drive engagement and build brand affinity.

The details

Salomon's 'Shaping New Futures' dining experience in Milan featured a refined Italian menu and a stripped-back, design-forward aesthetic that put the brand's alpine heritage and Olympic uniforms on display. Delta's campaign included a custom Team USA livery on its aircraft, exclusive travel packages for frequent flyers, and in-flight branding elements like specialty cocktails. In New York, The Skating Club of New York's activation at Rockefeller Center brought the Olympic spirit to the city, with an ice sculpture, watch parties, and other fan engagement activities.

  • The Salomon dining experience took place just hours before the Opening Ceremony on February 6, 2026.
  • Delta's branding campaign ran throughout the duration of the 2026 Winter Olympics, which took place from February 6-22, 2026.
  • The Skating Club of New York's activation at Rockefeller Center ran throughout the month of February 2026, coinciding with the Winter Games.

The players

Salomon

A sports equipment company that was an official partner of the 2026 Milan Cortina Olympic Games.

Delta Air Lines

The official airline of Team USA for the Olympic and Paralympic Winter Games.

The Skating Club of New York

A skating club that hosted an Olympic-themed activation at Rockefeller Center in New York City during the 2026 Winter Games.

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What they’re saying

“We Are Ona described the Salomon dining experience as its 'most daring design to date'.”

— We Are Ona, Creative culinary studio (BizBash)

“Delta transported roughly 700 Team USA passengers, including athletes and their families, effectively becoming the first leg of the podium journey.”

— Delta Air Lines (BizBash)

What’s next

Delta has already committed to backing Team USA again at the 2028 Summer Games in Los Angeles.

The takeaway

These brand activations at the 2026 Winter Olympics demonstrate the creative and experiential ways companies can leverage their Olympic partnerships to engage global audiences, build brand affinity, and align themselves with the prestige and excitement of the world's premier winter sporting event.