Winter Olympics Trends Small Brands Can Capitalize On
Getty Images Holdings, Inc. Class A (GETY)
Company Research
Source: GlobeNewswire
NEW YORK, Jan. 28, 2026 (GLOBE NEWSWIRE) -- As the Milan Cortina 2026 Winter Olympics and Paralympics approach, new research from iStock, a leading ecommerce platform providing premium content to SMBs, SMEs, creatives, and students everywhere, suggests the biggest shift isn’t in how sport is played— but in how it’s experienced, interpreted and translated into culture. According to new insights from iStock’s VisualGPS research platform, consumers don’t just watch major sporting events for competition. Events like the Winter Games are becoming cultural moments, where identity, authenticity and personal values shape attention just as much as medals do. VisualGPS found that nearly 6 in 10 consumers worldwide believe athletes should be free to express their full identity beyond the field of play. For brands, this means audiences still care about excellence – but they also expect brands to communicate with humanity, relevance and cultural awareness during major moments. This shift is
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