Como 1907 Has Opened Retail Store in Cortina During the Milano–Cortina 2026 Winter Olympics.

Roger Hampel

Image: Como 1907

Como 1907 has opened a temporary retail store in Cortina d’Ampezzo during the Milano–Cortina 2026 Winter Olympic Games, leveraging the global visibility of the event to strengthen brand presence beyond traditional football markets.

Located at Via XXIX Maggio 8, the store operates daily from 10:00 to 19:00 and offers product lines from the Como 1907 retail collection.

Retail-Led Brand Expansion Como 1907

From a commercial standpoint, the move represents a geo-targeted brand activation strategy, capitalising on increased international footfall, media attention and tourism during the Winter Olympics.

Como 1907 has increasingly positioned itself at the intersection of football and lifestyle culture, with curated product lines that extend beyond traditional matchday merchandise. Opening a store in Cortina — a globally recognised alpine destination — aligns with the club’s ongoing effort to expand its brand visibility among international audiences and affluent tourist segments.