French sportswear maker Salomon is leveraging its premium partnership with the Milano Cortina 2026 Winter Olympics to strengthen its position in the global performance apparel market, as the outdoor brand seeks to reconnect with its winter sports roots while expanding international visibility.
Salomon, founded in 1947 in Annecy in the French Alps, has been named a premium partner of the 2026 Winter Olympic and Paralympic Games. Under the agreement, the company will design and supply official uniforms, footwear and accessories for more than 18,000 volunteers, along with technical staff and torch relay personnel supporting the Games, organisers said.
The partnership marks a milestone for Salomon, which is best known for performance footwear, winter sports apparel and outdoor gear. Company executives have described the Olympics as a natural fit for a brand built in the mountains, citing the Games’ alignment with endurance, innovation and alpine heritage.
The official uniforms developed for Milano Cortina 2026 are designed to withstand demanding winter conditions while ensuring comfort and mobility for volunteers and staff operating across multiple venues in northern Italy. Organisers said the garments combine advanced textile technologies with functional design, reflecting both the technical standards of elite sportswear and the symbolic identity of the Olympic movement.
In addition to workforce uniforms, Salomon has launched an official licensed Milano Cortina 2026 collection, offering Olympic-branded jackets, footwear and accessories to consumers. Industry analysts say such licensed merchandise programs can significantly amplify brand exposure, particularly during global sporting events that attract billions of viewers.
The Winter Olympics, scheduled to open in February 2026 in Milan and Cortina d’Ampezzo, are expected to draw a worldwide television and digital audience, providing sponsors with a high-impact marketing platform. Analysts note that premium partners benefit not only from logo visibility but also from long-term brand association with performance, resilience and international competition.
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Salomon is part of Amer Sports, the Finnish sporting goods group that also owns brands such as Arc’teryx and Wilson. Amer Sports is majority-owned by China’s Anta Sports. In recent years, Salomon has diversified beyond its traditional ski equipment base, expanding aggressively into trail running and lifestyle-inspired sportswear, categories that have driven revenue growth and strengthened its presence in key markets including North America, Europe and Asia.
Executives have indicated that the Olympic partnership is intended to reinforce Salomon’s technical credibility in winter sports while supporting its broader strategy in performance apparel and footwear. By outfitting thousands of Games personnel, the brand secures daily on-the-ground visibility throughout the event, a presence analysts describe as both symbolic and commercially valuable.
The Milano Cortina 2026 Games are seen as an opportunity for European sportswear brands to reassert influence in a competitive global market dominated by multinational athletic apparel giants. For Salomon, whose identity is closely linked to alpine culture, the Winter Olympics provide a stage that mirrors its origins and product DNA.
As preparations accelerate toward the 2026 opening ceremony, Salomon’s involvement underscores the increasing role of sportswear makers in shaping the visual and functional identity of global sporting events. With its premium partner status, the company is positioning itself at the intersection of performance innovation and Olympic heritage, aiming to convert the world’s biggest winter sports showcase into long-term brand momentum.
