I ❤️ SNOW: FIS Olympic campaign highlights the human behind the hero

With just two weeks to go before the Opening Ceremony of the Milano-Cortina 2026 Olympic Winter Games on 6 February (and slightly less than that for the start of Park & Pipe competition there, which kicks off with big air qualifications on 5 February) excitement for the world’s greatest quadrennial sports event is building in a big way. 

The Olympic qualification period for the FIS Park & Pipe stable of events closed on 19 January, immediately following the conclusion of an explosive week of action at the Laax Open (SUI), and since then National Ski & Snowboard Associations from around the world have been announcing their star-studded rosters for the upcoming Games. With each announcement, heavy-hitting veterans and rising Olympic rookies alike have been taking to social media to celebrate their nominations to the big show.

And FIS has been celebrating right alongside the deserving athletes who have punched their tickets to Milano Cortina - most notably with a special Olympic campaign unveiled this past week in which a collection of the world’s best ski and snowboard athletes have allow us behind the scenes and past the filters to show us who they really are behind the bibs. 

Working from the conceptual foundation of the slogan “I ❤️ SNOW: Passion Beyond Limits” the FIS Olympic campaign has given a total of 61 athletes, selected from all the FIS disciplines, the opportunity to tell their own story in a way that most fans have never heard before - opening up about who they are, where they came from, and how they became Olympians . 

In the process, the selected athletes are letting us in to their lives and revealing more the many have ever done before, in a way that is real, honest, raw, and fascinating. These aren’t the stories that will be told within the confines of an Olympic broadcast, but they are the stories that lead these individuals to the Olympic Winter Games.

From the FIS Park & Pipe side of things you’ll be able to enjoy the stories of 10 special athletes, including freeskiers Cassie Sharpe (CAN), Kelly Sildaru (EST), Birk Ruud (NOR), Muriel Mohr (GER), Liu Mengting (CHN), Megan Oldham (CAN) and Lara Wolf (AUT), along with snowboarders Txema Mazet-Brown (GBR), Sky Remans (BEL), and Su Yiming (CHN). 

In the process, the selected athletes are letting us in to their lives and revealing more the many have ever done before, in a way that is real, honest, raw, and fascinating. These aren’t the stories that will be told within the confines of an Olympic broadcast, but they are the stories that lead these individuals to the Olympic Winter Games.

From the FIS Park & Pipe side of things you’ll be able to enjoy the stories of 10 special athletes, including freeskiers Cassie Sharpe (CAN), Kelly Sildaru (EST), Birk Ruud (NOR), Muriel Mohr (GER), Liu Mengting (CHN), Megan Oldham (CAN) and Lara Wolf (AUT), along with snowboarders Txema Mazet-Brown (GBR), Sky Remans (BEL), and Su Yiming (CHN). 

You can already find Cassie, Kelly, and Birk’s “A Special Letter” episodes now on FIS TV, where three of freeskiing’s biggest stars sit down to write a letter to their younger selves - telling those mini versions of themselves what the future has in store, what it’s going to take to get there, and how the journey is going to shape the person they will become. 

Also out is Muriel Mohr’s episode, a “Through My Eyes” segment in which the we follow Muri through a day in her life, from sunup to sundown, witnessing everything from her overflowing ski room to her lasagna lunch to her end-of day physiotherapy session.

From Alpine to Cross Country, Para to Nordic Combined, Ski Jumping, Snowboard Cross, Snowboard Alpine, Ski Cross, and Freestyle Skiing, dedicated athletes from every FIS discipline have been and will continue to be featured in our I ❤️ SNOW: Passion Beyond Limits campaign as we lead up to the Games in Italy. 

Join us and these amazing athletes on this ride to Milano Cortina - tune in now to FIS TV now and watch all the episodes.