For a brief period at the Winter Olympics, top brands hustle in a bid to convince amateur skiers that they, like their idols, require the most advanced gear to succeed on the slopes.
At the 2026 Milano-Cortina games, which began in Italy this week, a group of the biggest equipment makers will be showcasing their latest kit under a bit of a cloud. Would-be champions, including
Learn more about Bloomberg Law or Log In to keep reading:
See Breaking News in Context
Bloomberg Law provides trusted coverage of current events enhanced with legal analysis.
Already a subscriber?
Log in to keep reading or access research tools and resources.
