FIS launches “I LOVE Snow – Passion Beyond Limits”, a global campaign celebrating Olympic and Paralympic athletes
Jan 06, 2026·Inside FIS
FIS announced today “I LOVE Snow – Passion Beyond Limits,” a global storytelling and fan-engagement campaign celebrating the universal love of snow sports and bringing fans closer than ever to the athletes, their passion, and the work behind every performance. Spanning every FIS discipline, the campaign unites Olympic and Paralympic journeys through one shared force: the love of snow - beyond limits.
The upcoming Milano Cortina 2026 Winter Olympic and Paralympic Games capture global attention in real time, introducing millions to snow sports and creating a unique moment to grow fandom across every discipline. With “I LOVE Snow – Passion Beyond Limits”, FIS aims to spotlight athlete storytelling with depth, authenticity, humanity, and emotion; grow and energize communities across social media and owned digital platforms; and build a legacy beyond the Games.
Athlete stories across every Olympic and Paralympic FIS discipline
“I LOVE Snow” is built around the full breadth of FIS athletes: global stars, rising talents, and pioneers breaking new ground. Featured stories will span disciplines and continents, from Indian Cross-Country skier Bhavani Thekkada to Swiss Para Snowboard world-class athlete Aron Fahrni; from Croatia’s Alpine Slalom master Zrinka Ljutić to Norway’s Freestyle phenomenon Birk Ruud; from France’s Nordic Combined siblings Mattéo and Romane Baud to Canada’s Ski Cross winner Reece Howden; from Japan’s Snowboard Alpine champion Tsubaki Miki to Turkey’s trailblazing Ski Jumper Fatih Arda Ipçioğlu; from Australian Aerials champion Danielle Scott to French Moguls magician Ben Cavet – and many more.
Signature formats designed for intimacy and inspiration
At its heart are two recurring storytelling formats designed to inspire, connect, and be shared worldwide:
“Through My Eyes” — immersive first-person stories from the athletes' own point of view, revealing what they truly see, feel, and learn as they chase their dreams.
“A Special Letter" — heartfelt reflections that connect origin stories with purpose, perspective, and growth.
Involving fans and growing our communities
To engage global fans and grow our communities, FIS and it Official Entertainment Partner, TikTok, have launched a global search for the best winter vibes via #wintersport, inviting fans and snow-sports lovers worldwide to take part, backed by attractive prizes. To participate, open this link in your mobile browser.
The campaign will also feature interactive quizzes and trivia in the lead-up to the Olympic Winter Games, turning knowledge into interactive fun and giving fans new insights worth sharing.
Where to follow
Content will be distributed across FIS’ digital and social media channels and anchored on the campaign hub at fis-ski.com/ilovesnow, where fans can find the latest stories, formats, and activations.
Milano Cortina 2026: Daily stories, live energy, real-time fandom
During the Milano Cortina 2026 Games, the campaign will shift into high gear with a daily shows, as well as a newsletter curating the best stories and insights across all FIS disciplines. All of that besides the fresh behind-the-scenes social content and the continuous community activations that bring snow sports to the fans not as a series of results, but as shared, emotional story unfolding in real time.
“I LOVE Snow – Passion Beyond Limits” is FIS’ commitment to growing the global snow-sports community through what truly connects us: people, emotion, and shared experience. Because medals matter, but what makes the world fall in love with snow sports is the human journey behind them.