American skiing sensation Mikaela Shiffrin showed heartfelt support for her friend and fellow Visa ambassador, Paralympic icon Oksana Masters, as the brand launched its inspiring Milano Cortina 2026 campaign featuring the two record-breaking athletes.
The new athlete-led storytelling initiative, unveiled on January 26, 2026, spotlights the personal journeys, resilience, and support systems behind their extraordinary success. Shiffrin, the most decorated alpine skier in history with 108 World Cup victories (including her latest on January 25), and Masters, a multi-sport Paralympic powerhouse with 19 medals across Nordic skiing and biathlon, headline the films that reimagine Visa’s classic “Everywhere You Want to Be” message—emphasizing the everyday grit and community that fuel elite performance.
Shiffrin, fresh off her dominant slalom win in Špindlerův Mlýn, Czech Republic—where she clinched a record ninth slalom Crystal Globe and her 108th overall World Cup triumph—repotted a video from Masters’ segment on her Instagram Story. In the clip, Masters shares her remarkable path to becoming one of the most versatile and decorated U.S. Winter Paralympians ever, including her historic seven-medal haul at the 2022 Beijing Games.
Shiffrin added her enthusiastic endorsement: “Let’s gooooo @oksanamasters ❤️💪.”
The campaign highlights how Visa has backed both athletes through multiple Olympic and Paralympic cycles, from Tokyo 2020 and Beijing 2022 to the upcoming Milano Cortina Games. Shiffrin, a long-time Team Visa member, reflected on the project’s meaning: “Being part of this campaign is meaningful because it reflects the reality behind every competition – the moments that shaped me long before I ever reached a podium.”
Masters echoed the sentiment, noting her story is rooted in community—a theme Visa captures authentically.
With the Milano Cortina 2026 Winter Olympics set for February 6-22 and the Paralympics following from March 6-15, both athletes are in prime form. Shiffrin enters the Games riding high after a stellar season, including seven slalom victories and strong giant slalom showings, while Masters prepares to compete in Nordic skiing and biathlon events.
Shiffrin’s show of solidarity underscores the powerful bond between Olympic and Paralympic stars, amplifying messages of perseverance and representation in sport. As the countdown to Italy continues, fans are rallying behind these trailblazers who prove that true excellence is built on shared inspiration and unwavering determination.
