AlphaTauri's mark on Milano Cortina 2026 A reportage from Austria House

We will remember Milano Cortina 2026 as the edition in which fashion definitively conquered the Winter Olympic Games. Traditional sportswear brands are no longer competing solely among themselves. They are now joined by fashion houses that have recognized the opportunity and, for the occasion, designed special collections, spanning formalwear and competition gear. Lines conceived and produced exclusively to be worn on the most important global stage that sport can offer. And this edition of the Winter Olympic Games also bears the signature of AlphaTauri.

Austria’s official uniforms at Milano Cortina 2026

Lifestyle extension of Red Bull, AlphaTauri made its appearance at Milano Cortina 2026 as the official partner of Austrian Olympic Committee and Austrian Paralympic Committee. This collaboration resulted in two collections in which the variables change, but the outcome remains the same. The most significant collection undoubtedly concerns the official uniforms seen during the opening ceremony and any other official occasion: a ski jacket and trousers combo developed in two colorways—black and white—both enhanced with grey detailing. The second line focuses on the ski suits designed for athletes competing in alpine skiing events: a grey suit with a red gradient for men, and a red suit with a grey gradient for women. One aesthetic curiosity: the brand was unable to apply its official logo—the letters A and T rendered in soft shapes containing the Red Bull bull—due to it being considered a representation of a competitor to one of the Olympic Games’ official sponsors. For this reason, only the brand name appears, rendered in uppercase lettering.

Elegance and performance as AlphaTauri’s core values

Regardless, the shared elements of these two Milano Cortina lines are elegance and functionality, the guiding principles of every AlphaTauri production. Since its founding in 2016, the brand has worked to create collections focused on maximum comfort without ever neglecting style. Knitwear, trousers, or tailored sets developed to be worn with natural ease in any context. This does not mean that AlphaTauri chose to go unnoticed in Cortina—quite the opposite. After all, we are still talking about a brand within the Red Bull family. A trace of its presence must always be left. It should come as no surprise, then, that the first structure encountered upon arriving at Austria House is the brand’s official shop: a glass-fronted building that blends seamlessly into Cortina’s stunning and snow-covered mountain landscape. Nor should the caliber of the guests involved be surprising, from talks with Eva Pinkelnig and Thomas Morgenstern (three-time Olympic gold medalist in ski jumping) to BMX performances by Senad Grosic and Matthias Dandois.

Beyond Red Bull: AlphaTauri’s evolution as an independent brand

Milano Cortina marks a turning point in AlphaTauri’s history, or at the very least a moment of rupture. Early signs of this shift had already emerged at the start of the 2025/26 football season with the agreement with Atlético Madrid. This deal was a clear indication of the brand’s intention to diversify and strengthen its identity beyond Red Bull, considering that AlphaTauri initially entered the sports arena through partnerships with football and F1 teams within the Red Bull ecosystem. The partnership with the Austrian Olympic Committee, as well as the one with the FIA in Formula 1, further consolidates this transition. The goal is to capitalize on the prestige of a global event like the Winter Olympic Games to reach a broader audience and definitively position itself as an independent brand, recognized for textile innovation and minimalist, elegant design. A process of emancipation in which Red Bull values will not be lost, continuing to merge fashion, functionality, and sport.