Passion Beyond Limits: How FIS brings the Olympics to life through athlete-led storytelling

During the Olympics, FIS has activated a unified content and branding approach across its digital ecosystem under one umbrella: I LOVE SNOW. The campaign has connected fans to the human side of winter sport, prioritizing emotion, identity and lived experience over results, through consistent formats, athlete voices and daily programming.

REAL TALK: Daily Olympic conversations fans could return to

At the heart of the campaign is I LOVE SNOW – REAL TALK, a daily show designed to add context and bring personality to the everyday happenings at the Olympics.

• Episodes go out live each day at 18:00 CET on FIS TV and all FIS YouTube channels.

• The show is hosted by a rotating group of athletes, including Alexandria Loutitt, Annika Malacinski, Dani Aravich, and Melina Merkhofer.

Rather than focusing solely on highlights, REAL TALK centers on conversations and vibes, exploring topics such as connecting older and younger generations, handling pressure, resetting after mistakes, what happens behind the scenes, and navigating the biggest stage in sport. The unique format brings together diverse FIS Olympic disciplines, while generating short-form storytelling across social media.

Click on the dates to check out the episodes from Day 7 (12 February) and Day 6 (11 February)

I LOVE SNOW Hub: Stories at Scale

The campaign’s storytelling library lives on fis-ski.com/ilovesnow, bringing the strongest athlete stories together in one destination. To date, FIS has published more than 70 I LOVE SNOW pieces, including 43 “Through My Eyes” features, 26 “A Special Letter” stories, and a host of other features and profiles.

The wider I LOVE SNOW ecosystem is complemented by three podcast formats:

·       Alpine Pulse - Unplugged: The official long-form interview series exploring the people and stories behind the Audi FIS Ski World Cup.

·       Hidden Champions: A conversation-driven podcast by Dani Aravich, spotlighting Paralympic snow sports athletes and their journeys.

·       Skirious Problems: A culture-focused podcast partially supported by FIS, offering a lighter, more topical take on cross-country skiing and snow sports.

Beyond REAL TALK and long-form storytelling, FIS also strengthened fans’ daily habits through a daily I LOVE SNOW newsletter, interactive formats like the I LOVE SNOW Quiz, designed to drive repeat engagement across and throughout the Olympics. Nor must we forget the excellent "Daily Countdown", providing the ideal preview to each day's action, and the "Daily Breakdown", rounding up the best of the day's snow sports events at Milano Cortina 2026.

Record social media growth: 2.07 billion reach since October

Since 1 October 2025 (as of 10 February 2026), FIS social channels have delivered a new season milestone: 2.07 billion reach and 54.5 million engagements. For context, FIS reported a total reach of 1.26 billion across the entire 2024/25 World Cup season - meaning the current season has already surpassed last term’s full-year reach, well before season end.

Engagement too is already hitting last season’s pace, with 54.5 million engagements by 10 February 2026, nearly matching the 56 million interactions recorded between 1 October 2024 and 31 March 2025.

Strong platform momentum across FIS TV, app and fis-ski.com

January also delivered clear growth across the FIS ecosystem. FIS TV nearly tripled its unique reach to 626,505 viewers (+185% compared with January 2025), with Live Radio serving as a key entry point at 337,521 tune-ins.

The FIS App continues to build a stronger active user base, rising to 231,000 active users (+9%), while fis-ski.com expanded its overall audience to 2.5 million active users. Furthermore, “Stories” and “Moments” (Instagram-like 9:16 vertical, mobile-first formats) were further accelerated across the FIS App and fis-ski.com, making key highlights and human storytelling faster to discover, swipe through, and share.