Unveiled at END.&rsquo;s Milan store, Salomon&rsquo;s official Milano Cortina 2026 licensed collection brings Olympic symbolism into everyday streetwear.

As the 2026 Winter Olympics approaches, Milan is becoming a testing ground for the growing overlap between sport, fashion, and urban culture. One of the symbolic moments leading up to the Games, the Olympic torch passing through Piazza Duomo, coincided with an event hosted by END. to present the Official Licensed Collection created with Salomon.
In recent years, technical sportswear has steadily moved beyond its outdoor roots and into the center of fashion. The collaboration between END. and Salomon reflects that shift, translating alpine heritage through a minimalist, functional lens that speaks directly to a streetwear audience.

For the occasion, END.&rsquo;s Milan store was transformed into an immersive space inspired by the Olympic torch. Light installations and material contrasts recreated a nocturnal alpine landscape, where fire and snow served as visual cues for the meeting point between athletic energy and design. Custom lighting systems guided visitors through the space, highlighting how retail environments are increasingly built around experience rather than simple product display.
At the center was Salomon&rsquo;s Official Licensed Collection for Milano Cortina 2026, developed as a lifestyle counterpart to the technical uniforms created for the Games&rsquo; volunteers and staff. While those uniforms are designed for performance, visibility, and cohesion across more than 25,000 participants, the Licensed Collection translates the same visual language into pieces intended for everyday wear.

Graphic T-shirts, hoodies, bags, and backpacks reinterpret Olympic iconography through Salomon&rsquo;s outdoor DNA, shifting the focus from institutional function to cultural expression. The approach aligns with the French brand&rsquo;s broader evolution, which has seen its technical silhouettes increasingly embraced within fashion through collaborations and lifestyle adaptations.

Alongside the apparel, the Milano Cortina 2026 XT-6 GORE-TEX reworks one of Salomon&rsquo;s most recognizable sneakers. Originally developed for high-performance trail running, the XT-6 incorporates Olympic graphics, including the five rings and official event logo, while maintaining its technical foundation.
Available now at END.&rsquo;s Milan store, the collection reflects how the Milano Cortina 2026 Games are already extending beyond sport, shaping conversations around design, identity, and contemporary streetwear.

Courtesy of END.

END. and Salomon Mark the Winter Olympics With a Milano Cortina 2026 Collection

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