Luxury fashion brands are turning the Winter Olympics into a global runway, blending sport, technology and style to reach new audiences. From Moncler dressing Brazil and Armani outfitting Italy, to high-tech Nike jackets and Mongolia’s heritage-inspired designs, Olympic kits are becoming fashion statements. Athletes’ viral unboxing videos and new luxury stores in host cities highlight the growing link between sport and lifestyle — as athleisure and sportswear markets continue to surge. CGTN's Siobhan McCall reports. #MilanoCortina2026 #wintervibe #olympics #winterolympics #wintersports