How TikTok became the front row to the 2026 Winter Olympics

"In 2024, the International Olympic Committee loosened its rules governing what athletes can capture and share on social media. The shift helped spark viral moments during the Paris Games, when Team USA rugby star Ilona Maher and Norway's swimmer Henrik Christiansen, whose chocolate muffin reviews became an unlikely hit, took over TikTok feeds."

"This year, Olympians have already been posting vlogs of their journeys to the Olympic Village from all over the world. The Team USA ice dancer Emilea Zingas shared a snippet into what makeup she packed for the Olympics, as well as a get-ready-with-me video before her first practice. Dutch speed skater Jutta Leederman, who's dating American boxer Jake Paul, documented her journey to Milan via private jet."

"Once inside the Village, room tours have become a major draw. Sleeping arrangements, in particular, have drawn attention in recent years, following the Tokyo and Paris Games, where athletes slept on beds made from reinforced cardboard, reportedly designed to discourage intimacy. This time around, a Team GB athlete revealed that the beds are made from sturdier materials."

"If you've ever wondered what Olympians eat in the run up to the games, look no further. South African snowboarder Matt Smith has been rating the food inside the athletes canteen, tucking into Italian staples like lasagna and pizza. "The Olympic village gnocchi is my chocolate muffin," American snowboarder Hahna Norman said in a TikTok video of her own."

IOC rules changed in 2024 to allow athletes greater freedom to capture and share social-media content. Viral moments emerged during the Paris Games from athletes posting candid clips. For the 2026 Winter Olympics, athletes have been posting vlogs of travel to the Olympic Village, makeup-packed previews, and private-jet journeys. Room tours and sleeping arrangements have drawn attention, with beds reportedly sturdier than previous cardboard designs. Athletes are reviewing dining-hall food and comparing favorites, while unboxing sponsored gear and modeling team kits from Ralph Lauren, Skims, and other brands.

Read at Fast Company