Story by Editor-in-Chief Carolina Ogliaro
With just weeks to go before the opening of the Milano Cortina 2026 Olympic and Paralympic Winter Games, EA7 Emporio Armani begins a city-wide series of initiatives marking its role as Partner of the Milano Cortina Foundation and Official Outfitter of the Italia Team. The brand also confirms its position as Olympic and Paralympic Eyewear Partner, launching a new advertising campaign featuring Sofia Goggia as ambassador, a statement of EA7’s ongoing commitment to technical innovation in support of athletic performance.
As tradition dictates, EA7 Emporio Armani will design the official uniforms worn by Italian athletes during the Opening Ceremony on 6 February at San Siro Stadium, reaffirming the house’s long-standing presence at the intersection of sport, performance, and style.
The programme officially launched last night at the Emporio Armani Milano store, transformed for the occasion into an immersive environment designed to convey the energy of the Winter Games and narrate the brand’s vision. The façade was animated by a dramatic lighting installation, while a large ice cube placed in Via Croce Rossa slowly melted to reveal the Italia Team uniforms beneath, a symbolic unveiling that set the tone for the evening.
Inside, a carefully orchestrated sequence of sounds, scents, visuals, and LED walls guided guests through the experience, culminating in the exclusive preview of the new video campaign dedicated to the Olympic and Paralympic athletes of the Italia Team. Interactive installations, a live performance, and a DJ set by Shablo completed the event.
EA7 Emporio Armani will continue to animate Milan throughout the duration of the Games, extending the Olympic spirit beyond a single location. From 15 January to 16 February, window displays and two temporary pop-ups inside the Emporio Armani store at Via Manzoni 31 will engage the public, while the brand’s presence will expand across several strategic sites in the city.
At the Triennale, a dedicated area will host installations and multimedia content tracing the evolution of EA7’s collaboration with the Italia Team, which began in 2012. In Piazza Duca d’Aosta, Casa EA7 will serve as a central hub, where visitors can rewatch highlights from the previous day’s competitions, engage with interactive photo booths, and access video content and podcasts featuring athletes, coaches, and special guests. Designed as a space for sports storytelling and conversation, Casa EA7 places performance culture at the heart of the city.
The Armani Hotel also joins the programme, with themed menus introduced at Armani/Ristorante and the Bamboo Bar, featuring a selection of cocktails, desserts, and breakfast offerings inspired by the Games. The Bamboo Bar will additionally broadcast live competitions.
Connecting all four EA7 points of interest, the Emporio Armani store, the Triennale, Casa EA7 in Piazza Duca d’Aosta, and the Armani Hotel, the EA7 Urban Slalom trail invites the public to experience the initiatives as a continuous journey through Milan. By collecting stamps at each location, participants can receive a complimentary gift, available at the Emporio Armani Milano store in Via Manzoni 31.
