CELEBRATING THE OLYMPICS: EA7 Emporio Armani on Saturday evening kicked off a series of initiatives in Milan ahead of the start of the Milano Cortina 2026 Olympic and Paralympic Games, running Feb. 6 to March 15.

At the Emporio Armani store in Via Manzoni, during the city’s Men’s Fashion Week, the brand held an event to unveil the new ad campaign fronted by alpine skier and ambassador Sofia Goggia, two-time Olympic downhill medalist and four-time World Cup downhill title winner.

EA7 Emporio Armani is a partner of the Milano Cortina Foundation and the official outfitter of the Italian  team as well as the eyewear partner of the event.

The façade of the Emporio Armani store was transformed through a dramatic lighting display and a large cube of ice positioned near the entrance slowly melted away to reveal the Italian team’s uniforms. The cocktail event, dubbed “Beyond Every Limit,” also celebrated the launch of the EA7 capsule collection inspired by the uniforms for Team Italia.

The new video campaign dedicated to the team’s Olympic and Paralympic athletes was previewed inside the store, where interactive installations, a live performance and a DJ set by Shablo completed the event.

This was only the first initiative for the brand. Window displays and two temporary pop-ups inside the store will be staged until Feb. 16.

More projects are planned around Milan. In a dedicated area of the Triennale museum, installations and multimedia content will illustrate the evolution of the collaboration between the EA7 brand and the Italian team, which began in 2012, while Casa EA7 will be set up in Piazza Duca d’Aosta, in front of Milan’s main Centrale railway station. There, visitors will be able to rewatch highlights from the previous day’s competitions and the venue will become a hub for sports conversations, featuring video content and podcasts with athletes, coaches, and special guests.

Also, at the Armani Hotel in the same building housing the Emporio Armani store, the menus at the Armani/Ristorante and Bamboo Bar will include a selection of themed cocktails, a dessert, and breakfast dishes. The Bamboo Bar will also broadcast the competitions.

Stamps will be available at each of these locations, part of the EA7 Urban Slalom trail, which will allow participants to receive a complimentary gift, available at the Via Manzoni Emporio Armani store.