The Milan Winter Olympics aren’t just about who brings home gold medals—they’re about the stories, personalities, and digital moments that make the Games feel personal for audiences around the world. For influencer marketing agencies and brands alike, this year’s Winter Games offer a powerful intersection between elite athletic performance and creator culture.
In 2026, more athletes than ever are blending sport and social storytelling. This intersection is carving out unique digital platforms that extend their influence far beyond competition. These athlete creators aren’t just competing in Italy—they’re creating content that elevates fandom, brand partnerships, and community engagement. Below, we dive into some of the most exciting athlete creators to follow during the Milan Winter Olympics (and beyond)!
Interested in digital marketing strategies from TikTok to billboards? Check out our 2026 guide on aligning physical and digital marketing materials for ROI.
Amber Glenn – Figure Skating’s Bold Storyteller
One of the most compelling athlete creators heading into the Milan Winter Olympics is Amber Glenn—the first openly queer American figure skater to make this Olympic roster. Glenn’s journey resonates not just for her athletic prowess, but for the way she shares her identity with fans. Glenn has nearly one million followers on Instagram and a significant TikTok audience. Her content ranges from training clips and competition prep to candid reflections on mental health and representation in sport.
For brands seeking a partner who brings authentic storytelling and values-driven content, Amber shines as a creator who elevates both sport and community.
Ilia Malinin – Figure Skating’s Trendsetter
Another figure skating standout and social personality is Ilia Malinin, widely regarded as one of the most technically gifted competitors in the sport today. While his online presence may be smaller than that of mainstream influencers, Malinin’s handle (@ilia_quadg0d_malinin) reflects a growing community of fans who follow his journey toward the Milan Winter Olympics.
Ilia’s content—centered around jaw-dropping training sessions and breakthrough jump progress—makes him a fascinating hybrid: both a performance innovator and a creator whose posts naturally generate excitement among figure skating enthusiasts.
Tom Daley – Olympian Diver & Content Champion
View this profile on Instagram
Not all athlete creators at the Milan Winter Olympics are competing in winter sports. Olympic diver Tom Daley is part of the NBC “Creator Collective,” bringing his storytelling magic to coverage from Italy. Known for his candid videos, fashion moments, and heartfelt advocacy for LGBTQ+ athletes, Daley brings Olympic coverage to life through a creator lens—helping audiences feel the emotion of the Games in real time.
While his competitive sport isn’t part of the Winter Games, Tom’s presence as a creator adds a cross-season voice that enriches the overall Olympics narrative.
Snow & Slopes: TikTok Stars Bringing the Fun
The Milan Winter Olympics aren’t just about ice rinks—snow sport athletes and TikTok creators are thriving in the digital space too. Several platform stars are creating dynamic content tied to skiing, boarding, and winter culture:
- Anna Sitar (@annaxsitar) – One of TikTok’s fastest rising voices, Anna brings lifestyle, travel, and behind-the-scenes energy to the Winter Olympics.
- Ashley Yi (@ashyizzle) – Known for her creative edits and relatable content, Ashley offers fun takes on Olympic experiences and Italian life.
- Molly Carlson (@mollycarlson) – A fan favorite returning from previous Olympics coverage, Molly combines travel content with personality-driven stories.
These creators may not be Olympic athletes themselves—but they are part of the official Milan Winter Olympics coverage ecosystem via the NBC Creator Collective, offering engaging, easily shareable content that helps brands reach broader, younger audiences.
The Attention Economy in 2026: Where Influencers Win.
Team USA Creators Bringing the Olympics to Life
In addition to athletes competing for medals, the Team USA Creators program features Olympians and influencers telling rich stories from inside the Olympic experience. These creators blend sport, culture, and personality to make the Milan Winter Olympics compelling on platforms like Instagram Reels and TikTok.
Notable Team USA creators include:
- Ilona Maher (@ilonamaher) – Known for her authentic storytelling across lifestyle and competition content.
- Laurie Hernandez (@lauriehernandez) – Olympic gymnast and fan favorite whose social presence blends inspiration with personal moments.
- Amy Purdy (@amypurdygurl) – Paralympic snowboard icon, sharing motivational and behind-the-scenes insights.
- Evy Leibfarth (@evykayak) – Slalom kayak star bringing dynamic sport stories to life.
These creators offer brands authentic, values-based narratives that go beyond competition footage, enriching the Milan Winter Olympics content landscape.
Why Athlete Creators Are Essential for Brands
The Milan Winter Olympics mark an inflection point in how athletic storytelling reaches audiences globally. Athlete creators provide:
- Authenticity over production – Fans trust and engage with genuine narratives about training, setbacks, and daily life.
- Built-in, passionate audiences – These creators have dedicated followings already tuned into sport and lifestyle content.
- Brand integration without disruption – Branded content works best when it blends with the creator’s voice—a strength of athlete creators at these Games.
For influencer marketing agencies, this means opportunities to build longer-term partnerships rather than one-off sponsorships. It’s about giving athletes room to be themselves—and letting brands amplify that authenticity.
Don’t Miss Beyond the Hype: Building a Defensible Marketing Moat in 2026!
How Brands Can Activate with Athlete Creators
Here are some innovative ways to work with athlete creators around the Milan Winter Olympics:
- Pre-Games storytelling – Share training routines, personal aspirations, and prep content weeks before competition.
- Behind-the-Scenes Access – Give audiences a peek into daily life in Italy via Instagram Stories or TikTok.
- Interactive Challenges – Work with creators to launch interactive trends or hashtag challenges tied to Olympic moments.
- Post-Event Reflection – Capture narratives around growth, challenges, and memorable experiences after the Games.
These strategies help brands feel present in the moment—without overshadowing the athlete’s voice.
Don’t miss How Brands Can Win Big at the Milan Winter Olympics.
🏁 Final Thoughts
The Milan Winter Olympics will be remembered not just for podium moments, but for the creator moments that bring the Games to life across screens everywhere. Whether through pioneers like Amber Glenn, viral talents like Anna Sitar, or creative voices like Laurie Hernandez and Tom Daley, this Olympics is a cultural moment rich with storytelling potential.
At its heart, this celebration of sport and self-expression is a chance for brands to connect with audiences in authentic, meaningful ways—through the voices of the athletes and creators who make the Milan Winter Olympics unforgettable.
This article was written by Ava Fischer
