Press Kitchen’s Skylar Davis’ insights on how the Games have become as much about cultural moments as competition.
By Skylar Davis
As I’ve been watching the Milano Cortina 2026 Winter Olympics, I’ve found myself thinking about the biggest trends emerging this year and how they’ve evolved over time. From viral proposals and dramatic relationship pleas on national television to trending Olympic food-hall videos, the Games have become just as much about cultural moments as competition.
My favorite trend, one that’s grown over the years and feels especially big this time, is the athlete “unboxing haul.” Many competitors are filming massive merch reveals inside their Olympic Village rooms, showing off bags and bags of gear from brands like Nike, Skims, Ralph Lauren, and Lululemon. Every team seems to have customized 2026 Olympic apparel to wear throughout the competition, and these reveals have quickly become viral content gold.
One standout moment so far is Nike’s eagle skirt, which has been making waves across social media. Athletes have shown how it can be worn as a skirt, dress, or even used as a blanket. The buzz was so strong it even landed a segment on Good Morning America, driving even more conversation around the brand.
It’s fascinating to see how marketing around the Olympics has evolved. These moments give audiences not only a chance to recognize sponsors but also to connect with the athletes’ personalities in a more authentic way. In many cases, these viral merch hauls could even serve as a pipeline for future ambassador partnerships between athletes and brands.
Now that the Games have ended, I’m already curious to see what trends the LA 2028 Summer Olympics will bring.