As the atmosphere around the upcoming Winter Olympic and Paralympic Games of Milano Cortina 2026 begins to heat up, Samsung has decided to reinvent the traditional sports narrative with the launch of its new global campaign.
Titled Victory Is a Team Sport, the initiative sits within the wider context of the philosophy Open Always Wins, advancing a powerful and necessary message: success is never a solitary act, but the culmination of a shared journey.
Samsung and Milano Cortina 2026: victory is achieved as a team
The goal of the tech giant is to shift the spotlight from the single moment of the award ceremony to the chorus of emotions that precede and accompany it.
The medal, therefore, ceases to be a simple individual recognition and becomes a symbol of unity that binds the athlete to their support network, whether they are coaches, family, or fans.
At the heart of this new communications strategy is the innovative use of mobile technology to amplify the human experience.
Following the success achieved with the Victory Selfie during the Paris 2024 Games, Samsung has evolved the concept by introducing the Galaxy Dual Recording feature.
This technology allows moving beyond a unidirectional view of victory, enabling simultaneous recording from both sides of the smartphone.
The feature is the star of the company’s Hero Brand Film, a video that chronicles an athlete’s journey not only through their own eyes, but also captures in the same frame the father’s moving reaction.
It marks a substantial shift in perspective: the joy of the medal is told simultaneously from the podium and the stands, uniting two worlds that vibrate at the same emotional frequency.
Furthermore, for the first time in the history of the Winter Games, the Victory Selfie will be extended to athletes in pairs and teams, allowing them to personally capture the adrenaline of the podium and share it instantly.
The Italian faces and their stories
To root the campaign in the sports reality, Samsung produced a series of six “Social Film” that explore the behind-the-scenes relational dynamics. Among the protagonists are prominent figures in the Italian scene such as Ian Matteoli and the siblings Flora and Miro Tabanelli.
The video contents, distributed on platforms such as Instagram, TikTok and YouTube, depict real-life moments that highlight the symbiotic bond between coach and athlete, as well as the unique camaraderie shared by siblings who compete at the same level.
These stories serve to humanize the competition, showing that behind every record broken there is an indispensable support network.
A 360-degree commitment toward 2026
Samsung’s activation for the Italian Olympic appointment is not limited to the advertising campaign alone. The company has officially kicked off the countdown toward Milano Cortina 2026, presenting the new roster of the Team Samsung Galaxy, a team of athletes selected to represent the brand values and inspire new generations.
Meanwhile, to celebrate the event that will see Italy in the spotlight, a collection of exclusive accessories for the Galaxy line dedicated precisely to the Winter Olympic and Paralympic Games.
This confirms the company’s intent to be present in every aspect of the Olympic experience, providing not only the technology to tell the stories, but also the tools and style to live them fully.
With these premises, Milano Cortina 2026 is shaping up to be the most connected and shared Olympics ever.
