Samsung, a global Olympic and Paralympic partner, has presented a new installment of its global campaign “Open always wins”, with the focus on the Milano Cortina 2026 Olympic and Paralympic Winter Games.
The main spot proposes a reinterpretation of the concept of victory, moving away from the traditional individualistic story to show success as a collective achievement in which athletes, coaches, family members and support teams participate.
The campaign continues the path started in Paris 2024 with “Victory Selfie”, an action that turned the moment of victory into a shared experience by integrating different protagonists into the same image. In this new phase, Samsung expands that creative approach and turns it into a brand statement: winning is opening up, sharing and recognizing the collective effort behind each sporting achievement.
In this way, the sponsoring brand places the athletes alongside the people who accompany them on their journey -from training to competition-, reinforcing the idea that success is not built alone. In this way, “Open always wins” works both as a creative platform and as a strategic principle, aligned with Samsung’s positioning around openness, collaboration and technology as a facilitator of human connections.
This launch coincides with the presentation of Team Samsung Galaxy, the largest team of ambassadors in the history of the Winter Games, made up of 68 athletes from 17 countries. The initiative is part of Samsung’s deployment for Milano Cortina 2026 and reinforces a relationship with the Olympic movement that extends since Nagano 1998, accumulating almost three decades as a technological partner of the International Olympic Committee.
With a strong presence of young athletes, mainly in disciplines such as short tracksnowboard or bobsleighTeam Samsung Galaxy embodies the spirit of the future that the brand wants to project in this new Olympic edition. The company had already activated this approach in Paris 2024 and now maintains a coherent line between sport, culture and brand.
Beyond the visibility associated with the Games, Samsung uses Milano Cortina 2026 as an opportunity to consolidate a long-term story, in which technology accompanies performance, helping to amplify the human ties that make victory possible.
