Visa has unveiled its latest U.S. marketing campaign for the Milano Cortina 2026 Olympic and Paralympic Winter Games, spotlighting two of the world’s most accomplished female athletes: alpine skiing legend Mikaela Shiffrin and multi-sport Paralympic champion Oksana Masters.
Created by agency Anomaly, the campaign builds on Visa’s long-standing “Everywhere You Want to Be” platform with a fresh, athlete-centered narrative. Rather than emphasizing medals and victories, the series of anthem films highlight the personal journeys, resilience, setbacks, and support systems that pave the way to elite success. The spots underscore Visa’s message that every experience—every early morning, breakthrough, challenge, and moment of encouragement—shapes the path to where athletes want to go.
Shiffrin, widely regarded as the most decorated alpine skier in history with 107 World Cup wins and 164 podiums, and Masters, who boasts 19 Paralympic medals across three sports, have been longtime Team Visa members. Together, they represent extraordinary dedication, having amassed over 125 major career victories, set multiple world records, and competed at the highest levels for more than a decade.
In the campaign, Shiffrin reflects on its authenticity: “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 echoes the theme of community: “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. I’m proud to share this message with the world.”
Andrea Fairchild, Visa’s senior vice president of global sponsorship and experiential marketing, emphasized the athletes’ broader impact: “We centred Mikaela and Oksana at the heart of this campaign because their journeys demonstrate what it means to push boundaries. They’ve shattered records and redefined excellence in their sports, but it’s their unwavering perseverance that truly sets them apart. Their stories embody Visa’s belief in opening doors and creating equitable opportunities for everyone, everywhere.”
By featuring these trailblazing women—one an Olympic icon in alpine skiing and the other a versatile Paralympic standout—the campaign also advances Visa’s commitment to elevating women’s representation and storytelling in sports. It stands as one of the most decorated female pairings in an Olympic/Paralympic brand effort.
The films, which debuted on January 26, 2026, capture intimate glimpses of training, triumphs, tough resets, and the vital role of support networks, while weaving in how Visa supports progress along the way. Additional content, including behind-the-scenes footage and extended versions, will roll out in the lead-up to the Games, which run from February 6 to 22, 2026, in Milan and Cortina d’Ampezzo, Italy.
This initiative continues Visa’s tradition of powerful Olympic storytelling, shifting the focus to the human side of athletic excellence ahead of Milano Cortina 2026.
