P&G strengthens personal care support for athletes at Milano-Cortina 2026

Procter & Gamble (P&G), worldwide partner of the Olympic and Paralympic Games, is rolling out personal care and hygiene activations during the Milano-Cortina 2026 Olympic and Paralympic Winter Games, with Always, Tampax and Pampers playing a central role across the Olympic and Paralympic Villages.

As part of this strategy, the company opened the Champions Clubhouse, a dedicated athlete wellness space designed to serve approximately 3,500 competitors throughout the sporting event.

Always and Tampax provide menstrual protection products in restrooms across both Villages, supporting athletes’ comfort and daily routines during competition.

Meanwhile, Pampers developed the Pampers Little Champions Kit in collaboration with athlete parents, together with the International Olympic Committee (IOC), the International Paralympic Committee (IPC) and the Milano-Cortina 2026 Organizing Committee. The kit includes disposable diapers, wipes and baby care essentials for athletes attending the Games with young children.

 

BRAND PORTFOLIO SUPPORTS ATHLETES’ DAILY ROUTINES

Beyond Always, Tampax and Pampers, several P&G brands contribute to the activations with products and experiences tailored to athletes’ everyday needs. These include Head & Shoulders, Pantene, Gillette, Venus, Oral-B, SK-II, Native, Dash, Lenor and First Aid Beauty.

Initiatives range from hair care services and barber stations to laundromats equipped with P&G products, along with Welcome Kits featuring personal hygiene and skincare items—reinforcing P&G’s role in supporting high-performance routines.

“For me, consistency equals confidence,” said Mikaela Shiffrin, U.S. alpine skier and three-time Olympic medalist. “When my day is anchored by the same trusted P&G essentials I use every day, it creates continuity—even in an intense and unpredictable environment like the Olympic Games. It helps me stay focused, reduce distractions and perform at my best on the slopes.”

INCLUSION AND SOCIAL IMPACT

As part of its Paralympic Movement initiatives, P&G also announced programs in Italy aimed at expanding access to sports for young people with disabilities and promoting inclusive education, including support for school programs and athletic activities.

Through its Milano-Cortina 2026 activations, the company reinforces the presence of its disposable personal care brands—especially Always, Tampax and Pampers—within the Olympic and Paralympic ecosystem, connecting wellness, inclusion and athletic performance.