Lindsey Vonn & FIGS Partner to Illuminate the People Behind the Performance
Introduction
Olympic gold-medalist Lindsey Vonn has teamed up with medical apparel brand FIGS on a powerful new ad campaign tied to the Milan-Cortina 2026 Winter Games, one that showcases the crucial role of her medical support team in her comeback and highlights the often-unseen professionals who help elite athletes perform at their best. The campaign, which airs across NBC platforms during the Olympics, carries the tagline “It takes heart to build bodies that break records.” Vonn is the first elite skier to return to competition after a partial knee replacement, making this partnership both inspirational and deeply personal.
About the Partnership: Elevating the Team Behind the Athlete
Lindsey Vonn’s collaboration with FIGS goes far beyond a typical athlete endorsement. Instead of focusing solely on performance or personal story, the campaign “puts the attention squarely on those people who put her back together,” according to reporting. It honors not just Vonn’s comeback, but the healthcare professionals, from surgeons to therapists, who supported her through surgery, recovery, and her return to the sport.
FIGS is a sponsor of the U.S. Olympic & Paralympic Committee and outfitting Team USA’s medical staff at the Games, and this campaign amplifies their role by sparking broader conversations around the value of medical professionals in elite performance and high-pressure environments amid the global spotlight.
How Concierge Live Helps Turn Access into Strategic Engagement
High-impact sponsorship activations, whether they feature inspiring athlete stories or high-visibility campaigns, often involve managing hospitality and event access across clients, partners, and internal teams. This is where strategic infrastructure matters. Concierge Live helps organizations manage hospitality programs with precision and purpose:
Segmented Audience Access:
Instead of treating all inventory the same, Concierge Live allows segmentation by audience type — clients, partners, VIPs, internal stakeholders — ensuring the right experiences go to the right people.
Engagement-Driven Goal Setting:
Set clear engagement objectives for hospitality assets (e.g., strengthening relationships, supporting partners, enhancing experiential impact) and align distribution logic to those goals.
Integrated Engagement Insights:
Connect ticket usage and guest interactions with broader systems like CRM and analytics dashboards to understand how hospitality correlates with business outcomes.
Contextual Activation Alignment:
As brands create meaningful campaigns like Vonn’s, Concierge Live helps organizations position hospitality inventory in context — syncing access moments with larger brand narratives and activation calendars.
Post-Event Impact Measurement:
Generate custom reports that go beyond utilization to show engagement outcomes, helping sponsorship and marketing teams demonstrate value with clarity.
With so much emphasis placed on why experiences matter, the execution behind them can be a differentiator that drives long-term relationships and measurable engagement.
Conclusion
The Lindsey Vonn–FIGS campaign illustrates a powerful evolution in how brands approach partnerships, focusing on narratives that honor the people behind performance, not just the headline moments. When paired with thoughtful hospitality and access strategies, these activations become opportunities to deepen engagement and create memorable experiences for key audiences.
