Visa extends ‘Everywhere You Want to Be’ platform with early Milano Cortina 2026 push

Visa is jumping early on the road to the Milano Cortina 2026 Winter Olympics and Paralympics, extending its long-running ‘Everywhere You Want to Be’ platform with a new athlete-led storytelling campaign starring Mikaela Shiffrin and Oksana Masters.

Rather than centring on medals or podium moments, the work focuses on the journey behind elite performance – the setbacks, resilience and support systems that shape world-class athletes long before competition day.

The campaign launches with two anthem films featuring the record-breaking alpine skier Shiffrin and Paralympic multi-sport champion Masters, positioning Visa as a brand that supports progress over time, not just at the moment of victory.

Shiffrin, the most decorated alpine skier in history with 107 World Cup wins and 164 podiums, said the campaign reflects the reality of elite sport.

“Being part of this campaign is meaningful because it reflects the reality behind every competition – the moments that shaped me long before I ever reached a podium,” said Shiffrin. “Visa has been with me through so many chapters of my career, and this work captures that journey in such an authentic way.”

Masters, who has won 19 Paralympic medals across three sports, said the films spotlight the unseen side of athletic success.

“This campaign shows the parts of an athlete’s life we don’t always talk about: the setbacks, the people who lift you up, and the belief that you’re never on this path alone,” she said.

For Visa, the work represents an evolution of its iconic brand platform, shifting emphasis from destinations to the path that leads there, while reinforcing its long-standing association with the Olympic and Paralympic movements.

The full suite of films and athlete content will roll out globally in the lead-up to the Milano Cortina 2026 opening ceremony, supported by behind-the-scenes footage, extended cuts and additional storytelling across Visa’s owned and partner channels.