We supported The Coca-Cola Company in the design and execution of one of the world’s most ambitious roadshows: the Milano Cortina 2026 Olympic Torch Relay.
A monumental operation that accompanied 10,001 torchbearers across 110 provinces, covering 12,000 km over 63 days, and transforming every stage into a collective celebration of sports values.
Louder led the engineering and production of iconic assets, including the Coca-Cola Truck and the City Celebration featuring the Coca-Cola Village, high-impact mobile assets designed for extreme durability to sustain the rigorous pace of a daily tour. Each stop became a true content factory, coordinating 60 city celebrations and simultaneous installations in highly complex environments, from historic city centers to UNESCO World Heritage sites. From the Sport Area sponsored by Powerade to the customization of on-field activities, every touchpoint was crafted to generate organic content and amplify Olympic values through immersive experiences bridging music, sport and pop culture.
We didn’t just travel across Italy. We fueled its fire, mile after mile.
