Visa launched its U.S. marketing campaign for the Milano Cortina 2026 Olympic and Paralympic Winter Games.
The campaign is an athlete-focused storytelling platform. It features alpine skier Mikaela Shiffrin and Paralympian Oksana Masters. New anthem films highlight the athletes' perseverance, resilience, and support systems, shifting the focus from results to the journey.
This initiative evolves Visa's long-standing "Everywhere You Want to Be" brand platform. Visa aims to underscore its belief that past experiences are foundational to future achievements. The campaign continues Visa's tradition of Olympic and Paralympic storytelling, and both Shiffrin and Masters are long-time members of Team Visa.