On November 7, 2025, faculty members from the University of Oregon convened for the Fall Media Forum to provide an interdisciplinary analysis of the upcoming Milano-Cortina 2026 Winter Olympics. The forum addressed various aspects, including athlete performance, product design, historical significance, and geopolitical implications.
Key Insights on Performance and Technology
The event featured five experts: Brad Wilkins, assistant professor of human physiology; Susan Sokolowski, professor of product design; Lauren Goss, athletics archivist; Yoav Dubinsky, associate teaching professor of marketing; and T. Bettina Cornwell, professor of marketing and academic director of the Olympic Studies Hub.
Cornwell opened the discussion by highlighting the unique characteristics of the 2026 Games, describing them as “the most geographically spread Winter Olympics we’ve ever seen.” She noted the debut of ski mountaineering and emphasized the increased representation of women’s events.
Wilkins elaborated on the distinct physical demands of winter sports compared to summer athletics. He explained, “The amount of muscle mass used in cross-country skiing or Nordic events is significantly higher because you’re using both your upper body and your lower body.” This specificity in training is crucial for athletes aiming to excel in their respective sports.
Designing for Cold Weather and Adaptive Athletes
Sokolowski discussed the challenges designers face when creating gear for cold-weather performance. “Winter apparel has to dynamically manage heat and moisture,” she explained. Athletes often experience contrasting temperatures, being cold while waiting to compete and potentially overheated just minutes later.
The complexities increase for Paralympic athletes, who may experience unique challenges related to their impairments. “Some Paralympic athletes can be cold and hot at the same time,” Sokolowski noted, stressing that their gear must be meticulously tailored to their specific needs. Speed suits, for example, are designed with aerodynamic testing to optimize performance by managing airflow and minimizing drag.
Goss provided a historical perspective on Cortina d’Ampezzo, which hosted the Winter Olympics in 1956 and will co-host in 2026. “The 1956 Games were the first Winter Olympics televised to a multinational audience,” she said, marking a pivotal moment in Olympic history. Goss also pointed out how the Soviet Union’s entry into the Games that year reshaped competitive dynamics, as they leveraged a highly organized training system.
Dubinsky connected the 2026 Winter Olympics to broader global trends, noting the return of the International Olympic Committee (IOC) to familiar alpine territory. He mentioned the introduction of a decentralized model aimed at reducing costs and enhancing sustainability. “These Games represent an unprecedented shift,” he stated.
As the United States prepares for a “golden decade” of mega-events, including the 2026 FIFA World Cup and the 2028 Los Angeles Olympics, Dubinsky acknowledged the logistical challenges that accompany such large-scale events. “Mega-events in the U.S. are a different animal,” he cautioned, highlighting concerns around visas, security, and event management.
During the forum, audience questions further enriched the discussion. Cornwell addressed the potential return of NHL players to the Olympic tournament, suggesting that their participation could significantly boost viewer engagement. “Professional athletes bring their own media ecosystems with them,” she remarked, enhancing both Olympic viewership and social impact.
Wilkins also provided insight into how scientists assess elite athlete performance, noting that while direct access to Olympic athletes can be limited, decades of research allow for a nuanced understanding of sport-specific limits. He referenced the unexpected success of countries like Jamaica in winter sports, explaining that “sprinters bring the power you need at the start, but the real limiting factor is steering.”
The Fall Media Forum at the University of Oregon offered a comprehensive examination of the upcoming Winter Olympics, blending insights from physiology, design, history, and global context. As the countdown to the Milano-Cortina 2026 Games continues, these discussions underscore the multifaceted nature of Olympic competition and the preparation that lies ahead.
