SHOWTIME

When the world holds its breath, skating takes the stage

There are moments in sport that feel bigger than time.

When the arena lights dim.

When the music fades into silence.

When a skater stands alone at the edge of the ice, heart racing, knowing that everything they have ever sacrificed has led to this single step forward.

This is Showtime.

Not just a campaign.

Not just a season.

But the moment when private dedication becomes a global spectacle, and the world meets skating at its most powerful.

With 10 days to go before the first blades cut into Olympic ice at the Olympic Winter Games Milano Cortina 2026, the International Skating Union unveils Showtime. A skater-first, fan-centric celebration of everything that makes our sport extraordinary.

Because skating is not only what happens under the lights.

It is the early mornings.

The empty rinks.

The bruises, the doubts, the discipline, the belief.

And now, finally, the stage.

Where preparation becomes performance

Every discipline.

Every style.

Every story.

From the explosive speed of Short Track to the elegance of Figure Skating and the endurance of Speed Skating, Showtime places athletes at the heart of the narrative and invites fans into the journey like never before.

This is where artistry meets athleticism.

Where risk meets reward.

Where a lifetime of work is expressed in a few breathtaking minutes.

And where millions of fans around the world connect through one universal language: skating.

Three pillars. One global stage.

At its core, Showtime is built on three powerful ideas that define the soul of skating: the fusion of artistry and athleticism, the relentless pursuit that shapes every athlete long before the spotlight, and the global connection that turns individual performances into shared moments around the world. Together, they form a single story of passion, precision and purpose.

More than a moment. A movement.

Showtime lives everywhere fans do. Across social media, digital platforms, merchandise, out-of-home experiences and live activations. It is a shared space where athletes and audiences meet, celebrate, and create memories that last far beyond the podium.

From the first training session to the final bow.

From the quiet rink to the roaring arena.

From one skater to the world.

This is the stage where dreams become real.

This is the moment skating steps into the spotlight.

It’s Showtime.