Mikaela Shiffrin explains the value of sponsorship from U.S. Ski & Snowboard, Stifel, and luxury brands

The GIST: Mikaela Shiffrin was one of the most recognized athletes heading into Milano Cortina 2026, and she emerged from the Games with more hype than ever before. Shiffrin is enjoying a new era for women Winter Olympians, who can now leverage their athletic success beyond the Games through fashion and media.

• This week, we spoke with Shiffrin about her recent NYC press tour and how brands, especially luxury ones, are engaging with her and supporting her creative endeavors. Ready to sleigh.

The support: Shiffrin thinks of U.S. Ski & Snowboard as her “highest-impact sponsor” because of the resources they allocate to athletes, especially without government funding. Because U.S. Ski & Snowboard and its sponsors invest heavily in athletes, “we want to be successful” in delivering ROI for them, and the governing body “gives us the platform to do that,” she explained.

• In December, U.S. Ski & Snowboard CEO Sophie Goldschmidt described their creative approach to selling the snow sports lifestyle and bringing new sectors into the fold. This includes financial brand Stifel, a key sponsor Shiffrin described as “instrumental in supporting” her recently-launched podcast.

The insights: Shiffrin said now, women athletes are being more humanized than ever, giving her the freedom to explore her creative endeavors. She recently photographed a Brooklyn Nets game, illustrating how those across sports and fashion value her point of view, whether through photography or styling luxury fashion.

• One major way she’s doing that is with her podcast, which allows her to remain curious and relatable through the scope of her elite athleticism. Her logo launch and podcast are “next steps in exploring what my world can look like,” Shiffrin said. “Skiing is a really big part of me…but there’s just so much more that piques my interest.”

The opportunity: Like Eileen Gu and Naomi Osaka, Shiffrin commands the spotlight outside sport. As an engaging, relatable athlete, fashion-focused brand partnerships uniquely give her the chance to showcase her style. This week, Shiffrin is working with Naeem Khan, Cynthia Rowley, Hugo Boss, Dôen, and Tiffany & Co., as well as existing partners Adidas and watch company Longines.

• “Getting to explore this is one of the most beautiful things that you can get from such an incredible Olympic experience: The opportunity to connect with brands…The fashion world is something that I really love, but I don’t get to dip my toes into that world as much as I’d like,” she said. Who wouldn’t love a little ski brand lift from Shiffrin?