Visa has dropped a powerful new chapter in its long-running Olympic storytelling, putting two of the most decorated female athletes—Mikaela Shiffrin and Oksana Masters—at the forefront of its Milano Cortina 2026 U.S. campaign. Launched on January 26, 2026, the athlete-led initiative shifts the spotlight from podium moments to the unseen grind: daily routines, resilience, community support, and the quiet persistence that builds legendary careers.
Titled with a fresh evolution of Visa’s iconic “Everywhere You Want to Be” platform, the campaign features two anthem films that immerse viewers in the real journeys behind the records. Shiffrin, the most successful alpine skier in history with over 107 World Cup wins (and counting after her recent ninth slalom globe), and Masters, a multi-sport Paralympic powerhouse boasting 19 medals across Nordic skiing and biathlon, share intimate glimpses of preparation, setbacks, recovery, and the people who fuel their drive.
Andrea Fairchild, Visa’s SVP for Global Sponsorship and Experiential Marketing, explained the choice: “We centered Mikaela and Oksana because their journeys demonstrate what it means to push boundaries. They’ve shattered records and redefined excellence, but it’s their unwavering perseverance that truly sets them apart.”
Shiffrin reflected on the project: “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. Visa has been with me through so many chapters of my career, and this work captures that journey in such an authentic way.”
Masters added: “My story is built on community, and Visa gets that. This campaign shows the parts of an athlete’s life we don’t always talk about: the setbacks, the people who lift you up, and the belief that you’re never on this path alone.”
The films emphasize longevity and earned excellence—careers spanning more than a decade, navigating injuries, reinvention, and consistent effort—while centering women in high-level sport storytelling. With over 125 major wins and multiple world records between them, Shiffrin and Masters represent sustained impact, making this one of the most accomplished female pairings in an Olympic/Paralympic brand campaign.
Visa plans to build momentum with extended cuts, behind-the-scenes content, and additional athlete-focused material rolling out across digital platforms in the lead-up to the Milano Cortina Winter Olympics (February 6-22) and Paralympics (March 6-15).
In an era where brands chase viral highs, Visa’s deliberate pacing—mirroring the rhythm of training itself—delivers a refreshing take: true progress isn’t instant; it’s built day by day. As the Games approach, this campaign reminds fans that every champion’s story starts far from the spotlight—and Visa is there for every step.
