Visa has launched a campaign centred on record-breaking athletes Mikaela Shiffrin and Oksana Masters, using the Milano Cortina 2026 Winter Olympics and Paralympics as its global backdrop.
As the official payments services partner of Milano Cortina 2026, Visa’s latest film puts athlete journeys – rather than podium finishes – at the heart of its storytelling.
The campaign focuses on the resilience, setbacks and support systems behind success, showing how Visa plays a role in powering progress on the road to the Olympic and Paralympic Winter Games.
Led by long-time Team Visa athletes Shiffrin and Masters, the films spotlight the defining moments that shape an elite sporting career: early mornings, breakthroughs, tough resets and the people who help sustain momentum along the way.
Together, the pair represent one of the most decorated duos ever featured in an Olympic and Paralympic brand campaign, with more than 125 major career wins and over a dozen world records between them.
Shiffrin, an alpine skiing icon, and Masters, a multi-sport Paralympian, have both competed at the highest level for more than a decade, embodying the dedication and excellence Visa aims to associate with its brand.
The campaign builds on Visa’s long-running “Everywhere You Want to Be” platform. Yet, this campaign shifts the focus away from medals and results to the resilience, progress and community that define world-class athletes.
It also reinforces Visa’s commitment to expanding women’s representation and storytelling in sport.
A full suite of films will roll out in the lead-up to the Milano Cortina 2026 Opening Ceremony, alongside behind-the-scenes footage, extended cuts and exclusive athlete content in the coming weeks.