Just 10 days before skaters take to the Olympic ice, the International Skating Union (ISU) unveils "Showtime”, a bold new campaign celebrating the artistry, athleticism, and unwavering dedication behind every competitive moment. With the Olympic Winter Games as the sport’s “ultimate” spectacle, the campaign shines a spotlight on the athletes – the true stars of the show – and the powerful stories that unfold on and off the ice, before, during and beyond the Olympic Winter Games Milano Cortina 2026.

"Showtime" captures the crowning moment when years of tireless training and dedication become amazing public spectacle on the world stage. More than just a promotion of the sport, it is a powerful global platform that celebrates every discipline, makes skaters the stars, and gives millions of fans new ways to connect with skating in the arena, online, and beyond.

ISU President Jae Youl Kim said: "This campaign represents everything our sport embodies. “Showtime” brings our global skating family together, uniting skaters and fans in one shared moment of excitement and emotion, while showcasing the relentless pursuit, breathtaking artistry, and energy that make skating truly exceptional."

Fans will experience the ultimate "Show" across the ISU's channels, from cinematic hero films and exclusive content, tailored to resonate across platforms, cultures and audiences worldwide. 

Built on three strategic pillars, the campaign will highlight Artistry & Athleticism through high-definition storytelling that captures skating's unique fusion of beauty, strength and precision; Relentless Pursuit, revealing the years of setbacks and successes, dedication and grit behind every performance; and Global Connection, celebrating the universal language and spirit of skating that creates shared Olympic moments.

The campaign represents one of three phases before, during, and after the Games:

• Skate to Milano (already underway) launched in September 2025, building anticipation through skater-driven storytelling, behind-the-scenes training content, cultural and lifestyle features, and coordinated engagement with ISU Members, National Olympic Committees, and media partners.
• "Showtime" (Games-time) will reach its peak during Milano Cortina 2026, capturing both awe and triumph through innovative fan activations, real-time alerts, skater profiles in native languages, and interactive experiences designed to engage loyal fans and new audiences alike.
• "The Show Goes On" (post-Games) sustains momentum after the Games by inspiring lasting connections through skater reflections about personal journeys, introducing rising stars, and bridging Olympic magic with the ISU Figure Skating Awards and future World Championships.

The campaign will roll out across digital platforms, merchandise and social media, establishing a 360° creative identity that reflects Olympic values and skating's global appeal.

“Showtime” is all about celebrating the entire journey and the community that makes our sport extraordinary. From the first training session to the Olympic podium and beyond, we are giving fans unprecedented access to stories, emotions and moments that happen behind the curtains of the show.

Watch the campaign trailer here and follow ISU social channels to live every moment of skating at the Games! 

It’s #ISUShowtime!