From Cremona to the “Lioness of Italy”: The Olympic Flame Relay ignites Lombardy with iconic design, stories of resilience, and the energy of the Coca-Cola Truck
The heartbeat of the Winter Games is growing stronger in the heart of Lombardy. On its forty-first day, the Milano Cortina 2026 Olympic Flame Relay traversed lands of excellence, starting from Cremona and passing through Crema, Sarnico, Paratico, and Iseo, before concluding triumphantly in Brescia.
As a Presenting Partner, Coca-Cola transformed the torch relay into an experiential design event, blending sport and music in a collective celebration that engaged thousands of citizens in Piazza della Vittoria.
Exceptional Torchbearers: Stories that Inspire Change
The pulsing heart of the Brescia stage was represented by its torchbearers, chosen not only for their popularity but for the symbolic value of their journeys:
- Simone Pedersoli: The “positivity influencer,” living with SMA, carried the flame, demonstrating how disability can be a natural part of life. His tenacity perfectly embodies the Olympic values of courage and resilience.
- Mattia Stanga: The famous content creator from Brescia played on home turf. With his authentic irony, Stanga represented the freshness of the new generations, carrying a message of inclusion and a deep bond with his roots.
The Coca-Cola Truck: Vintage Design and LED Technology
One of the most visually striking elements of the tour is undoubtedly the Coca-Cola Truck. A true masterpiece of mobile design, the vehicle is inspired by the classic lines of vintage Italian cars, merging retro elegance with technological innovation.
Equipped with dynamic LED screens and a state-of-the-art sound system, the truck is not merely a vehicle but a self-propelled stage that brings streets to life with lights and sounds, coordinated by a team of over 80 professionals, including DJs and Brand Ambassadors.
City Celebration: The “Coca-Cola Village” in Piazza della Vittoria
The center of Brescia was transformed into the epicenter of the party. The Coca-Cola Village offered an inclusive space where the public could experience the values of the Games through various activities:
- Powerade Sport Area: A space dedicated to trying out Olympic and Paralympic sports.
- Customization Lab: An opportunity for visitors to create a personalized Coca-Cola can featuring their own face and the name of the Brescia stage.
- Food & Solidarity: Thanks to the partnership with Banco Alimentare, the “pizza and Coca-Cola” duo served a noble cause, raising funds for the distribution of food surpluses.
Sustainability at the Core of the Journey
The event did not overlook environmental impact. In collaboration with CiAl (National Aluminum Packaging Consortium), a total recovery system for the cans distributed during the day was implemented. Every aluminum container collected will re-enter the production cycle, consistent with the goal of making Milano Cortina 2026 an edition of the Games focused on the planet’s future.
Scenic Viewpoints Guide: Where to See the Flame
For those wishing to photograph the union of Olympic design and the Italian landscape, here are the unmissable stops for the coming days:
| Location | Strategic Point | Why Go |
| Tonale Pass | Panoramic windows | The flame on the snow at sunset |
| Lake Como | Lecco lakeside | Spectacular reflections between water and peaks |
| Milan | Piazza Duomo | The contrast between torch design and Gothic architecture |
Toward the Finish Line
The Flame Relay is a crucial test for the infrastructure that will host the Games. Every stage is a piece of a mosaic that sees Italy as a protagonist not only in sport but in the ability to design memorable and environmentally respectful collective experiences.
