Behind the scenes on the world’s biggest stage…
You Won’t See Us on TV — And That’s a Good Thing
Let’s get one thing straight:
Snowfoot is not a sponsor of the 2026 Winter Olympics. We don’t have that kind of bread. Heck, we don’t even have the flour to dream about that kind of marketing.
But that doesn’t mean we won’t be there.
While the world turns its eyes to the slopes, tracks, and ice rinks of Milano and Cortina, Snowfoot will be quietly standing by behind the scenes, ready to assist, support and (hopefully not) be called into action in the event of an emergency.
No cameras. No fanfare. Just professional rescue teams doing their jobs. And Snowfoot helping them do it better.
The Snowshoe Of Choice For Lombardy’s Alpine Rescuers
Earlier this year, we got the call. The AREU of Lombardy (Azienda Regionale Emergenza Urgenza) — the region’s elite alpine emergency response unit — reached out with a request: supply additional Snowfoot units in preparation for the 2026 Winter Olympics.
This isn’t the first time AREU has used Snowfoot. They’ve relied on our snowshoes for years, deploying them in alpine terrain that demands precision, agility and reliability. But with the scale of the Olympics on the horizon, they want to make sure their teams are fully equipped. Just in case.
Of course, we said yes.
And as always, we added our usual footnote:
“We hope you don’t have to use them.”
Why Snowfoot? Because Rescuers Trust It
AREU isn’t your average hiking club. These are professional alpine rescuers. Experts who respond to helicopter crashes, avalanches, lost climbers and extreme weather events across one of the most mountainous regions in Europe.
They don’t have time to mess around with clunky gear or flimsy solutions. They need tools that work in any snow condition, on any terrain, in every emergency scenario imaginable.
That’s where Snowfoot fits in. Our snowshoe is compact, durable, crampon-compatible and purpose-built for steep alpine travel. It’s designed for people who work on snow, not just play on it.
For first responders, every ounce and every second matters. Snowfoot helps them move efficiently through deep snow and steep terrain while keeping their hands free and their footing stable.
Emergency Gear That Works Behind The Scenes
If all goes well, Snowfoot will never be seen during the Games.
You won’t see our logo next to Coca-Cola or Visa. You won’t see a flashy booth in the Olympic village. And we’re definitely not sponsoring a bobsled team. That’s just not our style.
But if there’s a call — an athlete in trouble off-piste, an avalanche risk during a backcountry shoot, or a storm that strands support crews — Snowfoot will be there. On the boots of the people who show up first. The people who hike in when helicopters can’t fly. The people who train all year for the worst-case scenario.
And honestly, we’re proud of that.
Because while we may never be part of the Olympic spotlight, we’re honored to play a small part in making the Games safer for everyone involved, from athletes and staff to media and fans.
Safety In The Shadows: Why This Matters
In a world obsessed with visibility, there’s something refreshing about being the gear that gets used when things go wrong. Not just when the cameras are rolling.
Most people don’t think about safety until it’s urgent. But emergency preparedness is a massive part of hosting the Olympics, especially when winter sports are involved. The venues in and around Cortina will include remote alpine zones, off-piste access and high-altitude weather conditions that can shift in minutes.
That’s why regional response teams like AREU are preparing now, months ahead of time. Their job is to cover every potential risk and be ready at a moment’s notice. And their gear? It has to be reliable, fast, and trusted.
Snowfoot is proud to be part of that kit.
Built For Work, Not Just Play
One of the things that sets Snowfoot apart in the world of snow travel gear is our origin story.
We didn’t start with a marketing team or a crowdfunding campaign. We started with a need in the mountains, and built something to solve it.
That’s why so many of our customers aren’t just skiers or explorers. They’re mountain guides, ski patrol, SAR teams, military operators and alpine workers. People who need to carry tools, keep moving and stay safe when the terrain gets technical.
Our gear isn’t flashy. It’s functional.
And that’s exactly why it ends up in places like Olympic safety kits.
Come To The Games. We’ll Be Nearby.
If you’re planning to visit Italy in 2026, we hope you enjoy every moment of the Olympic experience. Take in the views. Watch the competitions. Eat the food. It’s going to be an incredible event.
And while you do all that, just know: Snowfoot will be nearby. Just off-camera. Quietly doing what we do best.
We’re not here for the limelight. We’re here to make sure the people who do take the stage get home safe.
A Final Word From The Snowfoot Team
It’s not often that a small independent brand gets to be part of something as big as the Olympics (even from behind the curtain). But, we’re proud of the trust we’ve earned with AREU and the broader rescue community. It validates everything we’ve worked for over the last decade.
So no, you won’t see us waving from the podium. But we’ll be there in the powder, in the packs and on the feet of some of the most dedicated professionals in the Alps.
Here’s to a safe, exciting, and unforgettable 2026 Winter Olympics.
Happy trails, and safe travels.
– Robert