From Moncler exhibitions and Ralph Lauren alpine pop-ups to Prada boutiques and SKIMS activations, luxury brands are transforming the 2026 Winter Olympics into a global marketing playground for tourism, and retail. At the Milano Cortina Winter Olympics, athletes are not the only ones competing for gold. Across northern Italy and nearby Alpine resorts, another race is happening quietly but very expensively. It involves puffers, pop-ups, cocktails, ski suits and very strategic pho
