With Milano Cortina 2026 fast approaching, it’s clear the Winter Olympic and Paralympic Games remain one of the most underappreciated global moments in sport. While news of construction woes and unfinished arenas dominate headlines, the real story is, and always will be, the athletes.

Icons chasing history. Newcomers looking to make a name. Comeback stories, broken records, new tricks, and viral moments. This is what fuels the pulse of every Games, captivating audiences and brands around the globe.

With the Winter Olympic Games beginning February 6 (and the Paralympic Winter Games following in March), here are 15 must-watch stars whose talent, marketability, and storylines bring a new level of excitement to Milano Cortina 2026:

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1. Mikaela Shiffrin (USA, Alpine Skiing)

Mikaela Shiffrin enters her fourth Olympics as the most decorated alpine skier of all time. With 107 World Cup wins and three Olympic medals, it’s no secret why Shiffrin leads as one of the defining faces of Team USA. 

And while Shiffrin’s medal collection continues to grow, so does her global brand. She has active partnerships with Adidas, Oakley, and Visa, and recently launched a new podcast, What’s the Point, to bring fans closer to the person behind the podium.

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2. Lindsey Vonn (USA, Alpine Skiing)

At 41, legendary skier and three-time medalist Lindsey Vonn is staging one of the most unprecedented comebacks in Winter Olympic history. After a 2019 retirement, a 2024 knee replacement revived her ability to race, leading to a historic World Cup victory in December 2025 before qualifying for a fifth Olympics.  

Cortina is also deeply personal for Vonn: It’s where she earned her first World Cup podium, with both her parents in attendance, and it’s now a place where she can honor her mother, who passed away from ALS in 2022. Her return is as remarkable as it is emotional, making her one of the biggest storylines of 2026.

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3. Chloe Kim (USA, Snowboarding)

A two-time Olympic champion and halfpipe icon, Chloe Kim enters 2026 chasing a historic three-peat, even after a labrum tear earlier this season. After confirming she’s “good to go,” Kim becomes one of the most-watched U.S. athletes of the Games, with NBC and global media highlighting her comeback storyline. In anticipation of the Games, dry shampoo brand Batiste tapped the snowboard star as its newest global ambassador.

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4. Eileen Gu (China, Freestyle Skiing)

Eileen Gu redefines what it means to be a modern Olympian, and frankly… a human. She is a 2x Olympic Gold Medalist, a high-fashion model on the cover of TIME Magazine, a global brand ambassador for Louis Vuitton, Anta, and Tiffany & Co., and a senior at Stanford University studying quantum physics.

She has earned a spot on the Time 100 list, is a Forbes 30 Under 30 honoree, and founded multiple initiatives aimed at boosting girls’ access to sports in China and the U.S. With over two million followers on social media and massive cultural influence, Gu is one of the most versatile, headline-ready athletes heading into Milano Cortina.

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5. Jutta Leerdam (Netherlands, Speed Skating)

Jutta Leerdam has become the face of speed skating’s new era, blending on-ice dominance with pop culture appeal. After a scary fall at the Dutch trials, she rebounded to lock in her Olympic spot and remains a top contender in the sprint distances. Her visibility is only rising: she’s among the most-followed winter athletes, and her profile expanded even further with her high-profile relationship with Jake Paul, plus her new role as a global ambassador for OMEGA.

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6. Oksana Masters (USA, Para Nordic Skiing)

Oksana Masters is a nineteen-time medalist and the most decorated U.S. Winter Paralympian of all time, competing across Para Nordic Skiing, Biathlon, Para Cycling, and Para Rowing. Born with limb differences linked to Chernobyl radiation exposure and adopted at age seven, her story is one of incredible resilience and inspiration. In 2026, she’ll headline Visa’s Super Bowl commercial with Shiffrin, adding to a glistening endorsement portfolio that includes Toyota, Nike, Delta, P&G, and Oakley.

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7. Connor McDavid (Canada, Hockey)

With NHL players returning to the Olympics for the first time since 2014, McDavid instantly becomes one of the premier faces of Milano Cortina. Widely considered the greatest hockey player of his generation, he anchors a Canadian team expected to contend for gold. His presence comes at a time of real momentum for the sport amidst a drastic 20% rise in NHL ticket sales due to the rising popularity of the TV series Heated Rivalry. McDavid is supported by Alo Yoga, Bet MGM, and Bodyarmor.

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8. Hiroto Ogiwara (Japan, Snowboarding)

This 20-year-old phenom continues to redefine the limits of Big Air. Ogiwara landed the world’s first-ever 2340 in competition at the X Games Aspen 2025, then repeated the trick last weekend to secure back-to-back gold. The young magician and Red Bull ambassador has the world on watch, and is one of the best bets for a jaw-dropping viral moment in Italy.

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9. Madison Chock & Evan Bates (USA, Figure Skating)

Three-time world champions and Olympic team gold medalists, the husband-and-wife duo of Chock & Bates enter what could be the final chapter of a 13-year partnership that has captivated fans with its artistry and emotional depth. Known for pushing creative boundaries and setting new standards in performance, the duo enters Italy as perennial podium contenders and cultural fixtures in American figure skating.

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10. Mia Brookes (Great Britain, Snowboarding)

At just 19, Brookes is the youngest world champion in snowboard history after landing the first-ever women’s Cab 1440 in competition. Backed by Vans and Monster, and fueled by fearless riding and Gen Z energy, she has breakout-star potential written all over her.

11. Marco Odermatt (Switzerland, Alpine Skiing)

Marco Odermatt enters these Games as the undisputed No. 1 men’s alpine skier in the world. Milano Cortina will see him chase what he has openly called his “career-defining dream”: winning the men’s Olympic downhill gold on Bormio’s storied Stelvio course. With multiple World Cup titles and the best Swiss athlete since Roger Federer, Odermatt stands as one of the biggest international draws of the Games and a heavy favorite to deliver Switzerland a historic win.

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12. Ilia Malinin (USA, Figure Skating)

Nicknamed the “Quad God,” Ilia Malinin is the only skater in history to land the quad axel in competition, a jump once considered impossible. He enters Milano Cortina undefeated in every major event since 2023, backed by four straight U.S. titles and two world championships. Malinin is positioned to become figure skating’s next superstar, and brands like Samsung, Coca-Cola, and Honda are all investing in the momentum.

13. Stefan Kraft (Austria, Ski Jumping)

Stefan Kraft is widely regarded as one of the greatest ski jumpers of all time. In 2025, he became the all-time leading points scorer in World Cup history, further cementing his legacy. Yet, despite a long list of achievements, including a team gold in Beijing, an individual Olympic medal has eluded him. That tension fuels one of Milano Cortina’s most compelling storylines: a decorated legend returning to the world’s biggest stage with one last piece of unfinished business.

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14. Brenna Huckaby (USA, Para Snowboarding)

Brenna Huckaby is one of the most influential figures in para snowboarding — a three-time Paralympic gold medalist whose impact extends far beyond competition. After losing her right leg to cancer at 14, she discovered adaptive snowboarding and went on to dominate the international stage, including double gold at PyeongChang 2018 and additional medals in Beijing. She’s also helped push disability representation forward through advocacy and media work as a co-founder of Culxtured. Huckaby recently joined Saatva as a brand ambassador, championing the importance of sleep for Team USA athletes as they travel to Italy.

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15. Jordan Stolz (USA, Speed Skating)

Jordan Stolz is one of the fastest-rising stars in U.S. speed skating. In late 2025, he shattered the 1500m track record, signaling his arrival as a legitimate medal contender on the world stage. With explosive speed and growing national buzz, Stolz is poised to emerge as one of Team USA’s breakout athletes at Milano Cortina. He is featured in both Honda and Hershey’s 2026 Winter Games campaigns.

From redefining what's possible on snow and ice to building brands that extend far beyond sport, these athletes are the true engine of Milano Cortina 2026.They are not just medal contenders; they are cultural drivers, storytellers, and the faces that will shape how the world remembers these Games. Who are you excited to watch hit the global stage?