Just days before the start of the Milan Cortina 2026 Olympic and Paralympic Winter Games, a new trend has started circulating on TikTok. These are unboxing videos of the new official uniforms made in collaboration with Salomon, Premium Partner of the event, which will be worn by the 18,000 volunteers and staff of the Organizing Committee.
Some creators show themselves wearing pieces of the new kit - hats, outdoor technical jackets, pants, shoes, backpacks and various custom accessories such as the Swatch watch -, others do the opening live; there are even those who, after receiving them, have decided to put them up for sale on Vinted, getting interest in these gadgets off the ground even outside the circle of those who will be operating at the Olympics or assisting behind the scenes. In fact, these are neither sponsored content nor structured campaigns, as the products are not merchandise but a working endowment, designed to be used in very different operating conditions.
@citofonare.mondo oggi un video diverso... questo mese farò la volontaria alle olimpiadi di Milano cortina ✨ e questa è la mia uniforme da volontaria #milanocortina #olimpiadi #divisavolontari #volontariolimpiadi #olimpiadi2026 ♬ suono originale - Chiara & Dario 🌍
More than curiosity about the clothing details of the Milan Cortina 2026 staff, it seems that this trend intercepts a typical social dynamic: showing what is not usually shown and cannot be bought, but which has the potential to increase the sense of belonging to a community of whoever owns it, triggering a fashion haul-like mechanism that makes it even more desirable.