<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>紐約，2026 年 1 月 28 日（GLOBE NEWSWIRE）——隨着米蘭 - 科爾蒂納 2026 冬季奧運會和殘奧會的臨近，領先的電子商務平台 iStock 的新研究表明，最大的變化不在於體育的競技方式，而在於人們如何體驗、解讀並將其轉化為文化。</p>
<p>根據 iStock 的 VisualGPS 研究平台的新見解，消費者觀看重大體育賽事不僅僅是為了競爭。像冬季運動會這樣的賽事正在成為文化時刻，身份、真實性和個人價值觀在吸引注意力方面與獎牌同樣重要。</p>
<p>VisualGPS 發現，全球近六成消費者認為運動員應該有自由表達自己身份的權利，超越比賽場地。對於品牌而言，這意味着觀眾仍然關心卓越，但他們也期望品牌在重大時刻以人性、相關性和文化意識進行溝通。</p>
<p>根據 VisualGPS 的研究，這種變化在年輕一代中尤為明顯，他們被展現運動員多維度的故事所吸引——從創作者和企業家到倡導者和文化人物。對於各類品牌來説，關鍵的啓示是：場外敍事現在與場上的行動同樣具有影響力。</p>
<p>“對於小型企業來説，全球體育賽事並不是關於展示精英運動員或試圖與官方贊助商競爭，”<strong>iStock 創意高級副總裁 Rebecca Swift 博士表示。</strong>“它們是關於理解這些時刻所創造的情感線索，並利用視覺敍事與觀眾建立聯繫，以類似於真實和文化相關的方式。”</p>
<p>VisualGPS 數據還揭示了市場營銷人員日益面臨的緊張局勢。公眾輿論對運動員是否應專注於體育，還是也應利用他們的平台來解決社會和文化問題存在分歧。然而，消費模式顯示觀眾期望兩者兼具，這反映了當今各類品牌在表現和目標上的評判標準。</p>
<p>對於小型企業而言，這創造了一個戰略機會。雖然贊助和廣播媒體對大多數小型企業來説基本上是不可及的，但以數字為先的視覺營銷使較小品牌能夠與冬季奧運季的關注點保持一致，不一定要直接提及奧運會，而是反映觀眾與之相關的價值觀。</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>這對小型企業營銷策略的意義</strong></p>
<p><strong>1. 以行動為主，但展現人性的一面</strong></p>
<p>消費者對錶現和努力作出反應——但他們也希望有背景。展示人們在運動、工作或追求目標的瞬間，結合揭示個性、目標或社區的時刻。</p>
<p><strong>2. 讓社區可見，而非象徵性</strong></p>
<p>在性別、年齡和能力方面的代表性尤其重要，特別是在殘奧會期間。真實的視覺效果應當自然且日常，而非刻意或非凡。</p>
<p><strong>3. 關注文化相關性，而非奧運陳詞濫調</strong></p>
<p>你不需要雪、獎牌或運動員就能成為這一時刻的一部分。關注奧運會所喚起的情感、韌性、雄心和歸屬感，並通過觀眾所認同的故事表達出來。</p>
<p>隨着米蘭 - 科爾蒂納 2026 的臨近，無論品牌大小，最能引起共鳴的品牌不會是那些追求可見性的，而是那些將文化洞察轉化為清晰、以觀眾為導向的視覺策略的品牌。</p>
<p>要通過相關的圖像和視頻激勵和提升您的視覺營銷策略，請訪問 https://www.istockphoto.com/.</p>
<p>媒體聯繫人：</p>
<p>Ilse Noguez</p>
<p>Ilse.noguez@gettyimages.com</p>
<p>隨本公告附上的照片可在以下網址獲取：</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 歐洲 ETF - ProShares

WSML

電信業 ETF - Vanguard

GETY

<p>隨着米蘭 - 科爾蒂納 2026 年冬季奧運會的臨近，iStock 的研究顯示消費者與體育的互動發生了變化，強調了文化認同和真實性。近 60% 的消費者認為運動員應該在比賽之外表達他們的身份。品牌，尤其是小型企業，被鼓勵通過情感故事和文化相關性與觀眾建立聯繫，而不是依賴傳統贊助。關鍵策略包括展示人類故事、代表多元社區，以及關注與奧運會相關的情感。那些能夠引起共鳴的品牌將是那些與觀眾的價值觀和洞察相一致的品牌，而不僅僅是追求曝光率</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>紐約，2026 年 1 月 28 日（GLOBE NEWSWIRE）——隨着米蘭 - 科爾蒂納 2026 冬季奧運會和殘奧會的臨近，領先的電子商務平台 iStock 的新研究表明，最大的變化不在於體育的競技方式，而在於人們如何體驗、解讀並將其轉化為文化。</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>根據 iStock 的 VisualGPS 研究平台的新見解，消費者觀看重大體育賽事不僅僅是為了競爭。像冬季運動會這樣的賽事正在成為文化時刻，身份、真實性和個人價值觀在吸引注意力方面與獎牌同樣重要。</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 發現，全球近六成消費者認為運動員應該有自由表達自己身份的權利，超越比賽場地。對於品牌而言，這意味着觀眾仍然關心卓越，但他們也期望品牌在重大時刻以人性、相關性和文化意識進行溝通。</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>根據 VisualGPS 的研究，這種變化在年輕一代中尤為明顯，他們被展現運動員多維度的故事所吸引——從創作者和企業家到倡導者和文化人物。對於各類品牌來説，關鍵的啓示是：場外敍事現在與場上的行動同樣具有影響力。</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>“對於小型企業來説，全球體育賽事並不是關於展示精英運動員或試圖與官方贊助商競爭，”<strong>iStock 創意高級副總裁 Rebecca Swift 博士表示。</strong>“它們是關於理解這些時刻所創造的情感線索，並利用視覺敍事與觀眾建立聯繫，以類似於真實和文化相關的方式。”</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 數據還揭示了市場營銷人員日益面臨的緊張局勢。公眾輿論對運動員是否應專注於體育，還是也應利用他們的平台來解決社會和文化問題存在分歧。然而，消費模式顯示觀眾期望兩者兼具，這反映了當今各類品牌在表現和目標上的評判標準。</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>對於小型企業而言，這創造了一個戰略機會。雖然贊助和廣播媒體對大多數小型企業來説基本上是不可及的，但以數字為先的視覺營銷使較小品牌能夠與冬季奧運季的關注點保持一致，不一定要直接提及奧運會，而是反映觀眾與之相關的價值觀。</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>這對小型企業營銷策略的意義</strong></p>
</div><p><strong>1. Lead with action, but show the human side</strong></p>
<div class="lb-trans"><p><strong>1. 以行動為主，但展現人性的一面</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>消費者對錶現和努力作出反應——但他們也希望有背景。展示人們在運動、工作或追求目標的瞬間，結合揭示個性、目標或社區的時刻。</p>
</div><p><strong>2. Make community visible, not symbolic</strong></p>
<div class="lb-trans"><p><strong>2. 讓社區可見，而非象徵性</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>在性別、年齡和能力方面的代表性尤其重要，特別是在殘奧會期間。真實的視覺效果應當自然且日常，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. 關注文化相關性，而非奧運陳詞濫調</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、獎牌或運動員就能成為這一時刻的一部分。關注奧運會所喚起的情感、韌性、雄心和歸屬感，並通過觀眾所認同的故事表達出來。</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>隨着米蘭 - 科爾蒂納 2026 的臨近，無論品牌大小，最能引起共鳴的品牌不會是那些追求可見性的，而是那些將文化洞察轉化為清晰、以觀眾為導向的視覺策略的品牌。</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>要通過相關的圖像和視頻激勵和提升您的視覺營銷策略，請訪問 https://www.istockphoto.com/.</p>
</div><p>Media contact:</p>
<div class="lb-trans"><p>媒體聯繫人：</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>隨本公告附上的照片可在以下網址獲取：</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奧運會趨勢 | Getty Images 股票新聞