<p><img src="https://imageproxy.pbkrs.com/https://ml.globenewswire.com/Resource/Download/6454cb91-cc67-42e6-8ff8-2b94ebb2c784/gettyimages-1532026505.jpg?x-oss-process=image/auto-orient,1/interlace,1/resize,w_1440,h_1440/quality,q_95/format,jpg" alt="" original-src="https://imageproxy.pbkrs.com/https://ml.globenewswire.com/Resource/Download/6454cb91-cc67-42e6-8ff8-2b94ebb2c784/gettyimages-1532026505.jpg"/></p>
<p>纽约，2026 年 1 月 28 日（GLOBE NEWSWIRE）——随着米兰 - 科尔蒂纳 2026 冬季奥运会和残奥会的临近，领先的电子商务平台 iStock 的新研究表明，最大的变化不在于体育的竞技方式，而在于人们如何体验、解读并将其转化为文化。</p>
<p>根据 iStock 的 VisualGPS 研究平台的新见解，消费者观看重大体育赛事不仅仅是为了竞争。像冬季运动会这样的赛事正在成为文化时刻，身份、真实性和个人价值观在吸引注意力方面与奖牌同样重要。</p>
<p>VisualGPS 发现，全球近六成消费者认为运动员应该有自由表达自己身份的权利，超越比赛场地。对于品牌而言，这意味着观众仍然关心卓越，但他们也期望品牌在重大时刻以人性、相关性和文化意识进行沟通。</p>
<p>根据 VisualGPS 的研究，这种变化在年轻一代中尤为明显，他们被展现运动员多维度的故事所吸引——从创作者和企业家到倡导者和文化人物。对于各类品牌来说，关键的启示是：场外叙事现在与场上的行动同样具有影响力。</p>
<p>“对于小型企业来说，全球体育赛事并不是关于展示精英运动员或试图与官方赞助商竞争，”<strong>iStock 创意高级副总裁 Rebecca Swift 博士表示。</strong>“它们是关于理解这些时刻所创造的情感线索，并利用视觉叙事与观众建立联系，以类似于真实和文化相关的方式。”</p>
<p>VisualGPS 数据还揭示了市场营销人员日益面临的紧张局势。公众舆论对运动员是否应专注于体育，还是也应利用他们的平台来解决社会和文化问题存在分歧。然而，消费模式显示观众期望两者兼具，这反映了当今各类品牌在表现和目标上的评判标准。</p>
<p>对于小型企业而言，这创造了一个战略机会。虽然赞助和广播媒体对大多数小型企业来说基本上是不可及的，但以数字为先的视觉营销使较小品牌能够与冬季奥运季的关注点保持一致，不一定要直接提及奥运会，而是反映观众与之相关的价值观。</p>
<p><img src="https://imageproxy.pbkrs.com/https://ml.globenewswire.com/Resource/Download/5b93b534-6cd2-4977-b48f-7b5f40d524b1/istock-sports-trends-winter-olympics.jpeg?x-oss-process=image/auto-orient,1/interlace,1/resize,w_1440,h_1440/quality,q_95/format,jpg" alt="" original-src="https://imageproxy.pbkrs.com/https://ml.globenewswire.com/Resource/Download/5b93b534-6cd2-4977-b48f-7b5f40d524b1/istock-sports-trends-winter-olympics.jpeg"/></p>
<p><strong>这对小型企业营销策略的意义</strong></p>
<p><strong>1. 以行动为主，但展现人性的一面</strong></p>
<p>消费者对表现和努力作出反应——但他们也希望有背景。展示人们在运动、工作或追求目标的瞬间，结合揭示个性、目标或社区的时刻。</p>
<p><strong>2. 让社区可见，而非象征性</strong></p>
<p>在性别、年龄和能力方面的代表性尤其重要，特别是在残奥会期间。真实的视觉效果应当自然且日常，而非刻意或非凡。</p>
<p><strong>3. 关注文化相关性，而非奥运陈词滥调</strong></p>
<p>你不需要雪、奖牌或运动员就能成为这一时刻的一部分。关注奥运会所唤起的情感、韧性、雄心和归属感，并通过观众所认同的故事表达出来。</p>
<p>随着米兰 - 科尔蒂纳 2026 的临近，无论品牌大小，最能引起共鸣的品牌不会是那些追求可见性的，而是那些将文化洞察转化为清晰、以观众为导向的视觉策略的品牌。</p>
<p>要通过相关的图像和视频激励和提升您的视觉营销策略，请访问 https://www.istockphoto.com/.</p>
<p>媒体联系人：</p>
<p>Ilse Noguez</p>
<p>Ilse.noguez@gettyimages.com</p>
<p>随本公告附上的照片可在以下网址获取：</p>
<p>https://www.globenewswire.com/NewsRoom/AttachmentNg/6454cb91-cc67-42e6-8ff8-2b94ebb2c784</p>
<p>https://www.globenewswire.com/NewsRoom/AttachmentNg/5b93b534-6cd2-4977-b48f-7b5f40d524b1</p>
<p><img src="https://imageproxy.pbkrs.com/https://www.globenewswire.com/newsroom/ti/query-bmY9T1RZME16azNNU00zTXprMU1Ea3hJelV3TURFeE1UUTBNdz09?x-oss-process=image/auto-orient,1/interlace,1/resize,w_1440,h_1440/quality,q_95/format,jpg" alt="" original-src="https://imageproxy.pbkrs.com/https://www.globenewswire.com/newsroom/ti/query-bmY9T1RZME16azNNU00zTXprMU1Ea3hJelV3TURFeE1UUTBNdz09"/></p>
<p><img src="https://imageproxy.pbkrs.com/https://ml.globenewswire.com/media/ZjQ1MDFkMmUtYmMxYy00MjBlLWIzODUtOTY0ODliZjI5MDBlLTUwMDExMTQ0My0yMDI2LTAxLTI4LWVu/tiny/iStock.png?x-oss-process=image/auto-orient,1/interlace,1/resize,w_1440,h_1440/quality,q_95/format,jpg" alt="" original-src="https://imageproxy.pbkrs.com/https://ml.globenewswire.com/media/ZjQ1MDFkMmUtYmMxYy00MjBlLWIzODUtOTY0ODliZjI5MDBlLTUwMDExMTQ0My0yMDI2LTAxLTI4LWVu/tiny/iStock.png"/></p>

1 倍做空 MSCI 欧洲 ETF - ProShares

WSML

电信业 ETF - Vanguard

GETY

<p>随着米兰 - 科尔蒂纳 2026 年冬季奥运会的临近，iStock 的研究显示消费者与体育的互动发生了变化，强调了文化认同和真实性。近 60% 的消费者认为运动员应该在比赛之外表达他们的身份。品牌，尤其是小型企业，被鼓励通过情感故事和文化相关性与观众建立联系，而不是依赖传统赞助。关键策略包括展示人类故事、代表多元社区，以及关注与奥运会相关的情感。那些能够引起共鸣的品牌将是那些与观众的价值观和洞察相一致的品牌，而不仅仅是追求曝光率</p>

<p><img src="https://imageproxy.pbkrs.com/https://ml.globenewswire.com/Resource/Download/6454cb91-cc67-42e6-8ff8-2b94ebb2c784/gettyimages-1532026505.jpg" alt="" original-src="https://ml.globenewswire.com/Resource/Download/6454cb91-cc67-42e6-8ff8-2b94ebb2c784/gettyimages-1532026505.jpg"/></p>
<p>NEW YORK, Jan. 28, 2026 (GLOBE NEWSWIRE) -- As the Milan Cortina 2026 Winter Olympics and Paralympics approach, new research from iStock, a leading ecommerce platform providing premium content to SMBs, SMEs, creatives, and students everywhere, suggests the biggest shift isn’t in how sport is played— but in how it’s experienced, interpreted and translated into culture.</p>
<div class="lb-trans"><p>纽约，2026 年 1 月 28 日（GLOBE NEWSWIRE）——随着米兰 - 科尔蒂纳 2026 冬季奥运会和残奥会的临近，领先的电子商务平台 iStock 的新研究表明，最大的变化不在于体育的竞技方式，而在于人们如何体验、解读并将其转化为文化。</p>
</div><p>According to new insights from iStock’s VisualGPS research platform, consumers don’t just watch major sporting events for competition. Events like the Winter Games are becoming cultural moments, where identity, authenticity and personal values shape attention just as much as medals do.</p>
<div class="lb-trans"><p>根据 iStock 的 VisualGPS 研究平台的新见解，消费者观看重大体育赛事不仅仅是为了竞争。像冬季运动会这样的赛事正在成为文化时刻，身份、真实性和个人价值观在吸引注意力方面与奖牌同样重要。</p>
</div><p>VisualGPS found that nearly 6 in 10 consumers worldwide believe athletes should be free to express their full identity beyond the field of play. For brands, this means audiences still care about excellence – but they also expect brands to communicate with humanity, relevance and cultural awareness during major moments.</p>
<div class="lb-trans"><p>VisualGPS 发现，全球近六成消费者认为运动员应该有自由表达自己身份的权利，超越比赛场地。对于品牌而言，这意味着观众仍然关心卓越，但他们也期望品牌在重大时刻以人性、相关性和文化意识进行沟通。</p>
</div><p>This shift is especially pronounced among younger generations, according to VisualGPS, who are drawn to stories showing athletes as multidimensional—from creators and entrepreneurs to advocates and cultural figures. The key takeaway for brands of all sizes is clear: the off-field narratives now carry as much influence as the action on the field.</p>
<div class="lb-trans"><p>根据 VisualGPS 的研究，这种变化在年轻一代中尤为明显，他们被展现运动员多维度的故事所吸引——从创作者和企业家到倡导者和文化人物。对于各类品牌来说，关键的启示是：场外叙事现在与场上的行动同样具有影响力。</p>
</div><p>“For small businesses, global sporting events aren’t about featuring elite athletes or trying to compete with official sponsors,” <strong>said Dr. Rebecca Swift, Senior Vice President of Creative at iStock.</strong>“They’re about understanding the emotional cues these moments create and using visual storytelling to connect with audiences in similar ways that feel authentic and culturally relevant.”</p>
<div class="lb-trans"><p>“对于小型企业来说，全球体育赛事并不是关于展示精英运动员或试图与官方赞助商竞争，”<strong>iStock 创意高级副总裁 Rebecca Swift 博士表示。</strong>“它们是关于理解这些时刻所创造的情感线索，并利用视觉叙事与观众建立联系，以类似于真实和文化相关的方式。”</p>
</div><p>VisualGPS data also reveals a tension that marketers are increasingly navigating. Public opinion is split on whether athletes should focus solely on sport or also use their platforms to address social and cultural issues. Yet consumption patterns show audiences expect both, mirroring how brands, of all sizes, are judged today on performance <em>and</em> purpose.</p>
<div class="lb-trans"><p>VisualGPS 数据还揭示了市场营销人员日益面临的紧张局势。公众舆论对运动员是否应专注于体育，还是也应利用他们的平台来解决社会和文化问题存在分歧。然而，消费模式显示观众期望两者兼具，这反映了当今各类品牌在表现和目标上的评判标准。</p>
</div><p>For SMBs, this creates a strategic opening. While sponsorships and broadcast media are largely inaccessible for most SMBs, digital-first visual marketing allows smaller brands to align with Winter Olympic-season attention, not necessarily by referencing the Games directly, but by reflecting the values audiences associate with them.</p>
<div class="lb-trans"><p>对于小型企业而言，这创造了一个战略机会。虽然赞助和广播媒体对大多数小型企业来说基本上是不可及的，但以数字为先的视觉营销使较小品牌能够与冬季奥运季的关注点保持一致，不一定要直接提及奥运会，而是反映观众与之相关的价值观。</p>
</div><p><img src="https://imageproxy.pbkrs.com/https://ml.globenewswire.com/Resource/Download/5b93b534-6cd2-4977-b48f-7b5f40d524b1/istock-sports-trends-winter-olympics.jpeg" alt="" original-src="https://ml.globenewswire.com/Resource/Download/5b93b534-6cd2-4977-b48f-7b5f40d524b1/istock-sports-trends-winter-olympics.jpeg"/></p>
<p><strong>What This Means for SMB Marketing Strategy</strong></p>
<div class="lb-trans"><p><strong>这对小型企业营销策略的意义</strong></p>
</div><p><strong>1. Lead with action, but show the human side</strong></p>
<div class="lb-trans"><p><strong>1. 以行动为主，但展现人性的一面</strong></p>
</div><p>Consumers respond to performance and effort — but they also want context. Show people in motion, at work, or pursuing goals, paired with moments that reveal personality, purpose or community.</p>
<div class="lb-trans"><p>消费者对表现和努力作出反应——但他们也希望有背景。展示人们在运动、工作或追求目标的瞬间，结合揭示个性、目标或社区的时刻。</p>
</div><p><strong>2. Make community visible, not symbolic</strong></p>
<div class="lb-trans"><p><strong>2. 让社区可见，而非象征性</strong></p>
</div><p>Representation across gender, age and ability resonates strongly, particularly during the Paralympics. Authentic visuals should feel natural and everyday, not staged or exceptional.</p>
<div class="lb-trans"><p>在性别、年龄和能力方面的代表性尤其重要，特别是在残奥会期间。真实的视觉效果应当自然且日常，而非刻意或非凡。</p>
</div><p><strong>3. Focus on cultural relevance, not Olympic cliches</strong></p>
<div class="lb-trans"><p><strong>3. 关注文化相关性，而非奥运陈词滥调</strong></p>
</div><p>You don’t need snow, medals or athletes to be part of the moment. Focus on the emotions the Games evoke, resilience, ambition, belonging, and express them through stories your audience recognize.</p>
<div class="lb-trans"><p>你不需要雪、奖牌或运动员就能成为这一时刻的一部分。关注奥运会所唤起的情感、韧性、雄心和归属感，并通过观众所认同的故事表达出来。</p>
</div><p>As Milano Cortina 2026 approaches, the brands, no matter their size, that resonate most won’t be the ones chasing visibility, but those translating cultural insight into clear, audience-led visual strategy.</p>
<div class="lb-trans"><p>随着米兰 - 科尔蒂纳 2026 的临近，无论品牌大小，最能引起共鸣的品牌不会是那些追求可见性的，而是那些将文化洞察转化为清晰、以观众为导向的视觉策略的品牌。</p>
</div><p>To inspire and elevate your visual marketing strategy with related imagery and videos, visit https://www.istockphoto.com/.</p>
<div class="lb-trans"><p>要通过相关的图像和视频激励和提升您的视觉营销策略，请访问 https://www.istockphoto.com/.</p>
</div><p>Media contact:</p>
<div class="lb-trans"><p>媒体联系人：</p>
</div><p>Ilse Noguez</p>
<div class="lb-trans"><p>Ilse Noguez</p>
</div><p>Ilse.noguez@gettyimages.com</p>
<div class="lb-trans"><p>Ilse.noguez@gettyimages.com</p>
</div><p>Photos accompanying this announcement are available at:</p>
<div class="lb-trans"><p>随本公告附上的照片可在以下网址获取：</p>
</div><p>https://www.globenewswire.com/NewsRoom/AttachmentNg/6454cb91-cc67-42e6-8ff8-2b94ebb2c784</p>
<div class="lb-trans"><p>https://www.globenewswire.com/NewsRoom/AttachmentNg/6454cb91-cc67-42e6-8ff8-2b94ebb2c784</p>
</div><p>https://www.globenewswire.com/NewsRoom/AttachmentNg/5b93b534-6cd2-4977-b48f-7b5f40d524b1</p>
<div class="lb-trans"><p>https://www.globenewswire.com/NewsRoom/AttachmentNg/5b93b534-6cd2-4977-b48f-7b5f40d524b1</p>
</div><p><img src="https://imageproxy.pbkrs.com/https://www.globenewswire.com/newsroom/ti/query-bmY9T1RZME16azNNU00zTXprMU1Ea3hJelV3TURFeE1UUTBNdz09" alt="" original-src="https://www.globenewswire.com/newsroom/ti?nf=OTY0Mzk3MSM3Mzk1MDkxIzUwMDExMTQ0Mw=="/></p>
<p><img src="https://imageproxy.pbkrs.com/https://ml.globenewswire.com/media/ZjQ1MDFkMmUtYmMxYy00MjBlLWIzODUtOTY0ODliZjI5MDBlLTUwMDExMTQ0My0yMDI2LTAxLTI4LWVu/tiny/iStock.png" alt="" original-src="https://ml.globenewswire.com/media/ZjQ1MDFkMmUtYmMxYy00MjBlLWIzODUtOTY0ODliZjI5MDBlLTUwMDExMTQ0My0yMDI2LTAxLTI4LWVu/tiny/iStock.png"/></p>

小品牌可以利用的冬季奥运会趋势 | Getty Images 股票新闻