Sport & Design

Sport has always been linked to fun and entertainment, evolving into a powerful industry that impacts the global economy. In Italy, the sports sector has seen significant growth, generating over €24 billion and contributing 1.8% to the GDP.

The Milano Cortina 2026 Winter Olympics will have a major impact: demand could reach €1 billion, with an economic effect of €2.901 million.

According to Confcommercio, the Games will boost tourism (83%), events (81%), infrastructure (78%), and territorial promotion (79%). The property market is expected to grow by up to 25% in Santa Giulia and 23.4% in Porta Romana. Milan will see more than €8 billion invested between 2026 and 2030. The plan includes 94 projects worth €3.4 billion. Trentino will also benefit, receiving €427 million.

Enthusiasts are showing growing interest in high-performance equipment, technical apparel, and safety.

Innovations include boot sensors, smart goggles with maps and stats, and exoskeletons that reduce joint strain. The ski clothing market, valued at USD 16.2 billion in 2023, is expected to reach USD 21.01 billion by 2031, driven by intelligent and sustainable materials such as graphene, hemp, Natex, and Ecolypt.

In terms of safety: avalanche airbags can extend survival from 15 to 90 minutes, while AI-powered drones can locate missing persons even in zero visibility or without a signal. Offline apps enable bookings, slope information, and avalanche risk updates.

Unfortunately, global warming threatens snow conditions. According to Current Issues in Tourism, demand for artificial snow could increase by up to 97% by 2050.

Sustainable approaches include snowmaking powered by renewable energy.

Denmark and Norway are trialling carbon capture, while advanced geoengineering techniques are being explored. Milano Cortina 2026 is built on renewable energy, circular economy principles, and water footprint measurement.

Design plays a key role by integrating comfort, safety, and sustainability to make the sporting experience more efficient and inclusive.