With just over two months until the start of the Milan-Cortina d'Ampezzo 2026 Winter Olympicsthe machinery starts up and brings with it an unexpected face: Dua Lipa. The global superstar has been chosen by NBCUniversal to lead a campaign dedicated to highlighting the United States women's team, a striking gesture not only for its media projection, but because The artist does not represent the North American country, but rather has three different citizenships.
Lipa, born in London and of Kosovar Albanian parents, adds to his British nationality the Albanian citizenships —awarded in 2022 in recognition of his work in cultural dissemination— and kosovarwhich he officially received in August 2025 after an institutional ceremony in Pristina.
In other words, the singer supports on screen a country that is none of her own, a movement that NBCUniversal interpreted as a symbol of universality and sporting spirit, and which the artist seems to assume as a natural part of her presence in global culture.
WECB
WECB
The campaign, launched during Thanksgiving Day Parade of Macy'spresents the singer touring a Milan transformed into a winter scene. The production shows her advancing through the Galleria Vittorio Emanuele II among artificial snow and cinematographic aesthetics, wrapped in a very elegant style. The ad takes advantage of “Dua-lingo's” ability to fluently switch languages, alternating English and Italian as you make your way through the historic commercial passage.
The spot does not focus solely on the artist. Some of the most recognized figures in American winter sports appear throughout the footage: skiers Lindsey Vonn and Mikaela Shiffrin, snowboarder Chloe Kim and young skater Alysa Liu.
The rhythm that accompanies the piece is Training Seasonthe British song, which continues among the most listened to songs, despite being from 2024. Music serves as a common thread in an advertisement that opts for an aspirational tone: athletes in their prime, a city that is a symbol of fashion and design, and an artist whose cultural and national identity spans three countries.
Joseph Lee, senior vice president of sports and entertainment creative marketing at NBCUniversal, highlighted that Dua Lipa embodies the cosmopolitan and self-confident profile that, in her opinion, Milan represents. For the company, his choice summarizes the mix of modernity, diversity and ambition that they want to convey for the Games that They will start on February 6, 2026.
