With just weeks to go before the Milano Cortina 2026 Olympic and Paralympic Winter Games, EA7 Emporio Armani has launched a series of initiatives celebrating its role as Official Outfitter of the Italia Team and Partner of the Milano Cortina Foundation.

The brand will also serve as Olympic and Paralympic Eyewear Partner for the Games, marking the occasion with a new advertising campaign featuring alpine ski racer Sofia Goggia as ambassador. The campaign highlights EA7 Emporio Armani’s ongoing commitment to technical innovation and performance-driven design. The label will design the official uniforms worn by Italian athletes during the opening ceremony on Feb. 6 at San Siro Stadium.

The initiatives began with an event held at the Emporio Armani Milano store. The space was transformed to reflect the energy of the upcoming Winter Games and to highlight the brand’s vision and involvement. The store façade was illuminated with a dramatic lighting installation, while a large block of ice placed on Via Croce Rossa melted to reveal the Italia Team uniforms. Inside, guests moved through an experience shaped by sound, scent, imagery, and LED walls, culminating in a preview of a new video campaign dedicated to Italy’s Olympic and Paralympic athletes. Interactive installations, a live performance, and a DJ set by Shablo rounded out the event.

EA7 Emporio Armani will continue to activate the city throughout the Winter Games. From Jan. 15 to Feb. 16, window displays and two temporary pop-ups inside the Via Manzoni 31 store will showcase Olympic-themed installations. Additional activations will appear across Milan, including a dedicated area at the Triennale featuring installations and multimedia content tracing the collaboration between EA7 and the Italia Team since 2012.

In Piazza Duca d’Aosta, Casa EA7 will open as a public hub where visitors can rewatch daily competition highlights, participate in photo experiences, and engage with video content and podcasts featuring athletes, coaches, and special guests. At the Armani Hotel, Olympic-inspired cocktails, desserts, and breakfast items will be added to the menus at Armani Ristorante and Bamboo Bar, with the latter also broadcasting competitions.

Visitors who stop at all four EA7 activation sites can take part in the EA7 Urban Slalom trail, collecting stamps to receive a complimentary gift at the Emporio Armani Milano store.