Streetwear Meets the 2026 Winter Olympics: What Fans Will Be Wearing

The 2026 Winter Olympics in Milan-Cortina promise not only world-class competition but also a cultural celebration that extends far beyond the slopes. As athletes like Norwegian freestyle skier Birk Ruud prepare to compete on the global stage, fans are looking to merge their love for the sport with a growing passion for streetwear culture. This fusion of sport and fashion is shaping how spectators will show up, both in the stands and on the streets.

Freestyle Skiing and Streetwear: A Perfect Match

Freestyle skiing has always embodied creativity, individuality, and boldness—values that naturally align with streetwear fashion. Whether it’s Ski Slopestyle, Big Air, or Halfpipe, athletes express themselves not just through tricks but through their personal style.

The freestyle skiing competitions at the 2026 Milan Cortina Winter Olympics will highlight these expressions, while fans will mirror this energy through oversized hoodies, statement jackets, and bold accessories.

The Birk Ruud Effect on Olympic Fashion

Few athletes represent the intersection of sport and style better than Birk Ruud, the Olympic Gold Medalist in Big Air (2022), World Champion in Slopestyle (2023), and a two-time X Games Gold Medalist.

Off the slopes, Ruud has extended his influence into fashion through Busi by Birk Ruud, a streetwear brand that brings freestyle skiing culture into everyday wear. Fans are expected to embrace Busi’s designs during the Games, not only to support their favourite skier but also to represent the freestyle skiing lifestyle itself.

What Fans Will Be Wearing in Milan-Cortina 2026

Fashion at the 2026 Winter Olympics won’t just be about warmth—it’ll be about making a statement. Fans attending freestyle skiing events will look to mirror the fearless, stylish energy of the athletes themselves. Here’s a look at the pieces that are set to dominate the scene:

1. Denim With Attitude

Baggy jeans are making a big comeback, especially in streetwear inspired by freestyle skiing culture. Fans will gravitate toward relaxed fits that combine comfort and style. Options like the Biggie Jean Rinse Blue for a classic dark wash, the Biggie Jean Off White for a crisp, standout look, or the Biggie Jean Light Blue for a laid-back retro vibe will be go-to choices.

2. Timeless Tees for Everyday Wear

Layering is key for winter style, and bold tees provide the perfect base. Staples like the Timeless Tee Dark Blue or the Timeless Tee Master Green add strong pops of colour while keeping things versatile. Fans will mix and match these with hoodies or jackets, creating layered looks perfect for Olympic arenas or après-ski hangouts.

3. Rugby-Inspired Layers

Sport and fashion meet seamlessly in rugby-style shirts. The Rugby Masters Green reflects both athletic heritage and street-ready style. Expect fans to throw these on over tees for a layered, sporty look that resonates with the freestyle skiing spirit.

4. Hoodies as the Core of Streetwear

No Olympic streetwear wardrobe is complete without a hoodie. Fans will favour oversized, neutral tones that provide both comfort and a canvas for self-expression. The Timeless Hood Gray and Timeless Hood Black are perfect examples—versatile pieces that can be worn with jeans, cargo pants, or even layered under technical outerwear for the slopes.

Why Streetwear and the Olympics Are Converging

The Olympics are no longer just about sport—they’re about culture. From music collaborations to athlete-led fashion brands, fans want to wear the energy of the Games. For freestyle skiing in particular, its urban-inspired tricks and lifestyle naturally connect with streetwear’s rebellious roots.

The NBC Olympics preview of freestyle skiing at Milan-Cortina highlights how the sport continues to attract younger audiences—precisely the demographic driving global streetwear trends.

Where Is Freestyle Skiing in the 2026 Winter Olympics?

Freestyle skiing at the 2026 Winter Olympics will take place in Livigno, Italy, one of the premier venues for skiing and snowboarding. Fans can catch events like Big Air, Slopestyle, Halfpipe, and Moguls there while experiencing the blend of sport, culture, and fashion firsthand.

Final Thoughts

As the 2026 Winter Olympics approach, freestyle skiing is set to dominate both the sports headlines and the fashion scene. With stars like Birk Ruud leading the way on the slopes and through Busi Company, the connection between Olympic freestyle skiing and streetwear has never been stronger.

For fans, Milan-Cortina 2026 won’t just be about cheering for Olympic champions—it’ll be about showcasing their own style, where sport and streetwear collide.