Lilly, a major sponsor of the upcoming Milano Cortina 2026 Winter Olympics and Paralympics, has reaffirmed its dedication to both sports and scientific research by unveiling a creative interactive installation named 'Never Stop Supporting' in Milan's Piazza dei Mercanti. The installation is dedicated to Marta Bassino, a world champion in Alpine Skiing, who is unable to participate in the upcoming winter games due to a serious injury sustained in October 2025.

The centerpiece of this installation includes a pair of white skis adorned with messages of encouragement written by her family, friends, and fans, showcasing the collective support for Bassino's recovery and return to competitive skiing. This gesture not only serves to inspire Bassino herself but also to embody Lilly's campaign slogan 'Never Over – Never Stop,' which emphasizes resilience and determination in the face of challenges, similarly to the journeys athletes undertake.

By engaging the public in this initiative and promoting a conversation around perseverance, Lilly aims to connect sports and health themes with a broader audience. This reflects the company's commitment to social responsibility while enriching the community's involvement with the Olympic spirit, especially during a pivotal time as preparations ramp up for the Milan Cortina games.