Engineers of Alibaba Cloud work inside the venue of the 2026 Milan-Cortina Winter Olympics. Photo: Courtesy of Alibaba Cloud

　　The 2026 Winter Olympic Games, currently underway in Milan and Cortina, Italy have drawn global attention, with a growing number of Chinese apparel brands and technology products supporting the event"s operations, turning the Games into a key window for showcasing China"s manufacturing and technological strengths to the world.

　　At the Games, Chinese sportswear brands such as Anta and Li-Ning have expanded their presence beyond the Chinese delegation to outfit teams from countries including Italy and Greece, while technology firms such as Alibaba and TCL have joined the Olympics Games as technology partners.

　　Experts said that Chinese brands" proactive push into overseas markets reflects a shift toward deliberate global positioning and growing confidence in their product strength, technological capabilities and brand value.

　　China"s winter sports equipment landscape has come into sharp focus. At this year"s Winter Olympics, Anta Group, through its three brands Anta, FILA and Descente, is providing professional competition and training gear for as many as 13 Chinese national teams, a representative of Anta told the Global Times.

　　Anta is equipping 10 national teams across core speed disciplines, including short track speed skating, speed skating and skeleton. FILA is providing gear for China"s national freestyle skiing aerials team, long regarded as a medal powerhouse, while Descente is supporting both the national snowboard half-pipe team and the alpine skiing team, covering key snow events from technical to speed-based disciplines, Anta told the Global Times.

　　Chinese outdoor apparel brand TANBOER signed a sponsorship deal with Austria"s national snowboard team.