The Olympics have a marketing problem: While passion for the Summer Games is a worldwide phenomenon, it’s only accessible to brands every four years. It’s even worse for the Winter Olympics, which has fewer marketing dollars and less media attention, demonstrating that brands often fail to harness the total appeal of winter sports.

On Friday, Canadian figure skater Deanna Stellato-Dudek stunned in a costume crafted by luxury designer Oscar de la Renta — the label’s first-ever figure skating outfit. Partnering with Stellato-Dudek is a splashy move considering her 2024 world title and compelling backstory, and it epitomizes the kind of hype luxury brands are embracing at the Olympics.

With the calendar turning to 2026, that means it’s officially an Olympic year — that’s right, the Milano Cortina Games begin in just 32 (!!!) days. As the Olympic torch travels across Italy, here are the latest Olympic headlines, by the numbers.

Cento, cento, cento — believe it or not there are just 100 days (!!!) until the 2026 Milano Cortina Olympics opening ceremony begins at Italy’s San Siro Olympic Stadium. Let the countdown begin with a quick look at the upcoming Winter Games by the numbers.

For the first time in Olympic history, there will be more women athletes than men athletes at the Games, an LA 2028 parity win made possible by a concerted International Olympic Committee (IOC) effort to close the gender gap. Here’s a look at how organizers will flip the script, by the numbers.

And just like that, the 2024 Paris Paralympics have come to an end. Team USA finished with 105 medals (36 gold, 42 silver, 27 bronze) and were carried out of the City of Light by swimmer Ellie Marks and wheelchair basketballer Paul Schulte during yesterday’s Closing Ceremony. Let’s recap a magnifique final weekend.

The gravy train keeps rolling for Olympic synchronized diving duo Kassidy Cook and Sarah Bacon. After successfully landing two food-related partnerships playing off their names before Paris 2024, the silver medalists announced a third yesterday, this time with U.S. breakfast chain First Watch.

A viral, memeable moment from the Paris Olympics has quickly become clouded by hate and malicious lies, with some falsely claiming that Australian B-Girl Raygun, aka, Rachael Gunn, conspired her way into the Games.

Multiple American squads proved there’s no “I” in team this weekend, walking away with medals on medals before hopping on a plane back stateside. Put your hands up, they’re playing your song, Olympians.

Algerian boxer Imane Khelif will fight for a gold medal on Friday after winning yesterday’s 66kg semifinal, a moment of should-be celebration that’s been marred by unwarranted controversy due to a swarm of misinformation surrounding her gender.

The glitz, the celebs, the ’fits — there’s nothing quite like the Olympics Opening Ceremony. Here’s what to expect from what’s bound to be an epic display in Paris.

Canada Soccer’s drone scandal escalated yesterday with a jaw-dropping TSN report that staff members and contractors from both CanWNT and CanMNT have used drones to spy on other teams for years, including during CanWNT’s gold medal run at the 2020 Tokyo Olympics. Canada Soccer has since suspended CanWNT head coach Bev Priestman, citing “additional information” about drone use prior to the Paris Olympics. Shocking doesn’t even begin to cover it.