Dua Lipa has taken on an exciting new role, leading NBC Sports’ campaign for the upcoming 2026 Winter Olympics, which will be held in Milan and Cortina d’Ampezzo. The promotional spot made its debut during the Macy’s Thanksgiving Day Parade and seamlessly integrates her trademark confidence with the vibrant essence of Milan’s iconic city center.
Featured within the Galleria Vittorio Emanuele II, Dua navigates the lavish arcade adorned in a striking black fur coat that establishes the overall tone of the campaign. The oversized design and luxurious texture of the coat provide her a commanding winter silhouette, beautifully contrasting with the marble flooring and shimmering glass dome overhead. Beneath the coat, she sports a sleek all-black ensemble that keeps the focus on her dynamic movements and captivating presence. Her hair flows in soft waves, and her makeup is elegantly understated, emphasizing gentle contouring and a neutral lip, allowing her expressions to shine as she narrates throughout the piece.
As Dua walks through the Galleria, she introduces four prominent athletes from Team USA who are gearing up to shine at the Winter Games. Lindsey Vonn is showcased as the embodiment of fearlessness, Alysa Liu represents grace, Mikaela Shiffrin is highlighted for her historic achievements, while Chloe Kim is depicted as effortlessly soaring. These brief segments punctuate Lipa’s narration and action clips, creating a rhythmic, cinematic quality. Dua’s voice enriches the narrative, blending English with some Italian phrases to enhance the local flavor.
Her role in the campaign reflects Milan’s unique blend of high fashion, rich history, and contemporary spirit. The styling conveys a sense of luxurious winter fashion without veering into ostentation, anchoring the promotional piece in a sophisticated city vibe that aligns perfectly with the upcoming Olympic spirit.
NBCUniversal, which possesses the U.S. broadcasting rights for the 2026 Winter Games, has positioned this campaign as an early spotlight on the athletes predicted to excel at Milano Cortina. Joseph Lee, senior vice president of creative marketing for sports and entertainment at NBCUniversal, emphasized Dua’s connection to both the city and the Olympic sentiment.
The 2026 Winter Olympics are set to commence on February 6, with NBC broadcasting the ceremonies in primetime while Peacock will provide comprehensive streaming coverage. Through this initial promotional effort, NBC indicates the start of a long buildup to the Games, and Dua Lipa’s stylish reveal sets an impressive precedent for what lies ahead.
