Dua Lipa brings high fashion and sport to Milan in Olympics campaign

Dua Lipa is setting the tone for the 2026 Winter Olympics, transforming Milan into a polished winter stage in a new promotional campaign for NBC Sports.

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Unveiled on Thursday, the advert follows Lipa through the Galleria Vittorio Emanuele II as the Italian fashion capital shifts from glossy glamour to snow-dusted spectacle. Along the way, the singer delivers a few lines in Italian before declaring that Milan is already “a cool place” and will feel “even cooler” once the world’s top athletes arrive.

The spot is soundtracked by Lipa’s hit “Training Season” and spotlights several leading names expected to compete at the Games. Alpine skier Lindsey Vonn is described as “fearless”, figure skater Alysa Liu as “graceful”, alpine champion Mikaela Shiffrin as “historic” and snowboarder Chloe Kim as “levitating”.

“They’ll put on quite a show,” Lipa says in the advert, teasing the spectacle to come.

The XXV Olympic Winter Games are scheduled to open on 6 February 2026, with coverage planned for NBC and its streaming platform, Peacock. NBC Sports executive Joseph Lee said Lipa was a natural fit for the campaign, describing her as a global music and fashion icon who reflects Milan’s cool and confident spirit.

The launch of the advert also coincides with the final leg of Lipa’s Radical Optimism tour. She is due to perform in Bogotá, Colombia on 28 November, before heading to Mexico City for three consecutive shows starting on 1 December.

Looking ahead, the Winter Olympics will return to the United States in 2034, when Salt Lake City is set to host the Games once again.