Why The Olympics Is The Last Global Event We All Show Up For
February 17, 2026
I was invited to the Winter Olympics by Coca-Cola, and from my arrival there was an energy shift; the air was different, and there seemed to be one collective thought.
It’s a rare occasion where, in a crowd of 20 different nationalities, there is one unified goal: have the best time possible whilst cheering on the best athletes in the world. That feeling was electric.
Sport was a colossal…





