As the 2026 Winter Olympics in Northern Italy approaches, the mascots Tina and Milo are presented as emblematic figures of the Olympic spirit. The International Olympic Committee has highlighted the role of mascots since 1968, aiming to give a tangible form to this spirit. This column aims to showcase how these mascots can reflect both the essence of the Games and the current zeitgeist.

The history of Olympic mascots is rich and varied, with notable successes and missteps. A particularly infamous example from 1968 is 'Shuss,' the mascot for the Grenoble Games, which was mocked for its peculiar design that resembled a 'skiing sperm.' This raises the question of how well-designed mascots can resonate with both the public and the cultural values of the time. Tina and Milo are positioned to avoid such pitfalls and instead present a relatable charm that highlights the beauty and spirit of the games.

The introduction of Tina and Milo at the upcoming Winter Olympics speaks to the ongoing evolution of Olympic tradition and its adaptation to modern sensibilities. By drawing on both athletic enthusiasm and cultural relevance, these mascots aim to connect with audiences worldwide, inspiring a sense of unity and shared experience among spectators and participants alike. Their development underscores the importance of innovation in creating figures that not only represent sports but also resonate with broader societal themes.