Milan-Cortina 2026, Lilly launches The Impossible Gym and Fan Village to raise obesity awareness

Ahead of the Milan-Cortina 2026 Winter Olympic Games, Lilly, an official sponsor of the event, has launched a series of initiatives in Milan focused on health and obesity awareness. The campaign aims to highlight more than a century of research and, at the same time, to propose a different narrative on the relationship between sport and the body.

The project shifts the focus from pure performance to personal progress, placing real bodies at the centre instead of the idealised image of professional athletes. For the first time within an Olympic framework, a company is directly engaging the general public on a chronic condition such as obesity, which is having an increasingly significant impact on public health.

The Impossible Gym – Winter Edition: daily obstacles told through sport

The installation in Piazza dei Mercanti

At the core of the campaign is The Impossible Gym – Winter Edition, an immersive installation launched in Piazza dei Mercanti in Milan as part of an itinerant tour. Open to the public until 22 February, the installation is inspired by winter sports and uses experiential paths to portray the challenges faced every day by people living with obesity.

Through specific routes and tasks, visitors are invited to experience physical, social and psychological barriers that often remain invisible to those who do not live with the condition. The aim is to make these obstacles more tangible, encouraging understanding and awareness by using sporting effort as a metaphor.

The support of SIO and Amici Obesi

The Impossible Gym – Winter Edition is organised with the support of SIO – the Italian Society of Obesity – and the patients’ association Amici Obesi. The involvement of scientific societies and advocacy groups underlines the intention to address obesity as a complex chronic disease that requires a multidisciplinary approach.

Cooperation with SIO and Amici Obesi reinforces the core message of the campaign: promoting accurate information, countering stigma and prejudice, and encouraging care pathways based on dialogue between people, healthcare professionals, institutions and the scientific community.

Fan Village in Piazza del Cannone: a journey through medicine and sport

In parallel, Lilly has opened a second installation in the Fan Village area in Piazza del Cannone. Here, interactive experiential igloos offer visitors the chance to explore some of the major discoveries that have marked the history of modern medicine.

The exhibition draws a parallel between scientific and sporting achievements, highlighting what they have in common: continuous research, preparation, the ability to overcome limits and teamwork. Through interactive installations, the public is invited to discover how medical and sporting progress share similar processes, even though they operate in different fields.

Key speakers at the opening event in Milan

The initiatives were officially presented on 6 February in Milan. Speakers at the opening event included Federico Villa, Associate Vice President Corporate Affairs & Patient Access at Lilly Italy HUB; Marco Alparone, Vice President of the Lombardy Regional Government; Roberto Vettor, a leading member of SIO and Scientific Director and Clinical Coordinator of the Centre for Metabolic Diseases and Nutrition at Humanitas; and Iris Zani, President of Amici Obesi.

They outlined the objectives and content of the installations, stressing the importance of using a major sports event as a platform to reach citizens and foster greater attention to the prevention and management of obesity.

150 years of Lilly between research, innovation and health culture

The year 2026 also marks Lilly’s 150th anniversary. Since its foundation, the company has set out to improve people’s lives through science. This milestone is an opportunity to reaffirm a commitment that goes beyond medicines, through ongoing investments in research, innovation and value creation for patients and communities.

In this perspective, Lilly’s role is not limited to developing therapies but also includes promoting a broader culture of health based on awareness, information and dialogue. Engagement with institutions, scientific societies and patient associations is presented as an essential part of a long-term strategy to address major health challenges, including obesity.

The “red thread” connecting Milan and Cortina

From a symbolic point of view, the initiatives in Milan are part of a broader concept linking the city to Cortina d’Ampezzo. This connection is represented by a “red thread”, the image chosen by Lilly to express its identity as a medicine company.

The red thread evokes a vision in which care, research and long-term commitment are closely intertwined. On the road to Milan-Cortina 2026, it is meant to signal continuity and responsibility, connecting places, people and expertise around a shared objective: integrating sport, health and science into a single narrative that is accessible to the wider public.

Uremic pruritus: the first specific therapy arrives in Italy, but access remains uneven

A new pharmacological treatment for itch associated with chronic kidney disease is finally available in our country, representing a therapeutic breakthrough that has been awaited for years. However, access to care is still not guaranteed uniformly across the national territory, with particular critical issues in regions where accredited private dialysis centers are predominant. The Italian nephrology community is calling for urgent action by regional institutions to ensure equity of access to this innovative therapeutic option.

Uremic pruritus: a disabling symptom affecting half of dialysis patients

Itch associated with chronic kidney disease, also known as uremic pruritus, is still largely underestimated but has a devastating impact on patients’ quality of life. According to data collected by the National Association of Hemodialysis Patients (ANED), this symptom affects up to 53.3% of patients on chronic dialysis treatment, with 20.4% experiencing particularly severe forms, described as being almost constantly present, both during the day and at night.

The clinical features of this disorder are particularly disabling. Itch typically appears in the advanced stages of renal failure, mainly affecting the back and legs, but it can extend to the whole body. Its intensity tends to increase during the night, severely impairing sleep and leading to a vicious circle of fatigue, irritability and depression. The consequences go well beyond simple physical discomfort: patients develop excoriations, skin infections and scars caused by incessant scratching, while on the psychological level depressive symptoms and progressive social isolation may emerge.

VIDEO ->  Uremic pruritus, a specific treatment now available in Italy: but access is not uniform

Pathogenetic mechanisms and impact on mortality

The pathogenesis of uremic pruritus is multifactorial and complex. The accumulation of uremic toxins in the blood and in the skin layers, as a consequence of the reduced renal clearance capacity, represents only one of the triggering factors. In addition, there are alterations of the skin, which becomes dry, dehydrated and poorly elastic, and changes in the peripheral nerve endings, which become hypersensitive. Even the best dialysis techniques cannot perfectly reproduce the complexity of the natural kidney, leaving an altered and inflamed cutaneous environment.

Epidemiological studies have documented a concerning link between severe itch and increased mortality. Research conducted in Japan has shown that, in patients undergoing hemodialysis, pruritus was associated with a higher risk of mortality even after adjustment for other clinical factors. It is hypothesized that this increase is related to poor sleep quality and to the overall effects that itch exerts on quality of life.

Difelikefalin: the first specific therapy reimbursed in Italy

After years of waiting, in June 2025 the Italian Medicines Agency (AIFA) approved the reimbursement of difelikefalin (Kapruvia), the first drug specifically indicated for the treatment of moderate to severe itch associated with chronic kidney disease in adult patients undergoing hemodialysis. Publication in the Official Gazette on 22 July 2025 made reimbursement by the National Health Service effective.

Difelikefalin is a synthetic selective kappa-opioid receptor agonist that acts by stimulating specific human receptors involved in the control of itch perception. Unlike traditional opioids, this mechanism of action does not produce the typical side effects of opiate drugs, ensuring a more favorable safety profile. The treatment is administered intravenously at the end of each hemodialysis session, with a protocol that fits seamlessly into the therapeutic routine of dialysis patients.

Proven clinical efficacy

Registration clinical trials have shown significant results. According to Professor Filippo Aucella, Director of the Complex Operative Unit of Nephrology and Dialysis at the “Casa Sollievo della Sofferenza” Foundation in San Giovanni Rotondo, “in the registration clinical trials and in the compassionate use experience, difelikefalin has demonstrated an improvement in the condition of patients suffering from moderate and severe pruritus, significantly increasing their quality of life”.

The president of the Italian Society of Nephrology (SIN), Luca De Nicola, has underlined that “the drug is able to reduce a symptom that is both troublesome and disabling in 85% of cases”, defining this result “already a success” in light of the target population of elderly patients who live every day with a severe disturbance.

Barriers to access: an issue of territorial equity

Despite reimbursement by the National Health Service, access to difelikefalin is not uniform across Italy. The drug can be prescribed only in hospital settings or in accredited facilities, creating difficulties especially in those regions where the majority of patients are treated in accredited private dialysis centers. This results in substantial differences in treatment opportunities between patients living in different areas of the country.

Regional disparities in dialysis organization

Variability in regional regulations and in the management models of dialysis centers means that in some areas access to the new drug is more straightforward, while elsewhere delays and administrative barriers are reported that penalize patients. The nephrology community is calling on the Regions to intervene promptly to standardize procedures and guarantee equity in care.

The AIFA registry and treatment monitoring

Prescribing difelikefalin requires the completion of an electronic form on the AIFA portal, which must be accessed by physicians and pharmacists in authorized facilities. Monitoring is important to ensure the safety and traceability of treatment, but it can be perceived as an additional bureaucratic step if it is not accompanied by a clear territorial organization.

The previous therapeutic context: ineffective and off-label treatments 

Before the arrival of difelikefalin, the treatment of uremic pruritus was based on a gradual and often unsatisfactory approach. The main therapeutic options included:

optimization of dialysis and control of metabolic parameters (calcium, phosphorus, PTH)
Skin hydration with emollient and soothing creams Antihistamines, which have not proved effective in uremic pruritus because the pathogenic mechanism predominantly involves non-histaminergic neural pathways Anticonvulsant drugs such as gabapentin and pregabalin, used off label as second- or third-line therapy Ultraviolet B (UVB) phototherapy for resistant cases

As experts have pointed out, “current treatment is largely based on optimizing dialysis and hydrating the skin, but in cases of moderate to severe pruritus off-label drugs are mainly used, with limited efficacy and/or potential side effects”. The availability of difelikefalin therefore represents “an important step forward for this community of patients”, bridging a long-standing therapeutic gap.

The problem of underestimation and underreporting

One of the main critical issues remains the underdiagnosis of uremic pruritus: many patients do not report the symptom to their doctor, often believing that it is “normal” or that there are no useful solutions. European studies also highlight the lack of guidelines and standardized scales to measure the intensity of itch and to monitor the symptom systematically over time.

Future perspectives: towards a more equitable healthcare system 

The recent approval of difelikefalin offers a real opportunity to improve the quality of life of thousands of dialysis patients, but only if all Regions guarantee fair and homogeneous access to the drug. Greater awareness is needed among healthcare professionals and a constant updating of patient care pathways.

The nephrology community, together with patient associations, hopes that the introduction of this therapy will be accompanied by information and training campaigns and by a review of regional policies. Only in this way will it be possible to ensure all patients dignified and up-to-date care, even in the presence of complex symptoms such as uremic pruritus.

National Urology Congress in Sorrento: prevention and innovation

The 98th edition of the National Urology Congress of the Italian Urological Society was held in Sorrento at the Hilton Sorrento Palace from 6 to 9 November 2025, bringing together Italian and international professionals around a common mission: putting knowledge at the service of public health. The event represents a crucial moment of scientific exchange where researchers, clinicians, healthcare professionals and residents share the latest developments in the field of urology.

The congress is characterized by a multidisciplinary and human-centred approach based on three fundamental pillars: prevention, health education and the sustainability of care. According to Giuseppe Carrieri, president of SIU, this scientific meeting is an opportunity to reflect on the central role of urology in the quality of life of millions of people, especially in the context of men’s health.

Male frailty at the center of SIU’s prevention campaign

Male frailty is the core theme of the campaign launched by SIU in November, an initiative that overturns the traditional perception of urological care. Andrea Salonia, head of the SIU educational office and full professor of urology at the Vita-Salute San Raffaele University in Milan, underlines how the urologist is the doctor for men in a global sense, addressing not only clinical diseases but also psychological and relational frailties.

According to Salonia, contemporary therapeutic approaches go beyond simple pharmacological or surgical solutions. The combination of expertise that the urologist brings into play makes it possible to build integrated therapeutic strategies, which combine timely diagnosis, prevention and personalized care based on the specific needs of each patient.

Robotics is revolutionizing the treatment of urological cancers

Technological innovation is an increasingly decisive element in the Italian urological landscape. Andrea Minervini, head of the SIU research office and director of urology and andrology at the Careggi University Hospital in Florence, highlights how robotic surgery is now widely used in the specialty.

There are 215 surgical robots in Italy, and the most significant figure concerns urological specialization: 54% of all robotic procedures nationwide are performed precisely in urology. This concentration is not accidental, but reflects the effectiveness of the technology in treating the three main urological cancers: prostate carcinoma, kidney carcinoma and bladder cancer. Robotic surgery offers significant clinical benefits, ensuring less invasiveness, greater precision and shorter recovery times for patients.

The words of the doctors

Prevention through good daily habits

Vincenzo Ficarra, full professor of urology at the University of Messina and head of the SIU scientific office, reiterates the importance of prevention as the primary tool in tackling urological diseases. Good practices do not require extraordinary interventions, but are rooted in conscious daily choices.

Hydration as the first preventive step

Adequate hydration is the first preventive measure. A sufficient intake of fluids significantly reduces the formation of kidney stones and decreases the risk of recurrent cystitis. This simple habit, often underestimated, constitutes a key barrier against frequent conditions in the male population.

Diet: the value of the Mediterranean diet 

Nutrition plays a decisive role in urological prevention. The Mediterranean diet, characterized by an abundance of fruit, vegetables, legumes and whole grains, offers natural protection against numerous urological diseases. It is essential to limit the consumption of cured meats, red meat and foods with a high fat content, which can contribute to inflammation of the urinary tract.

Physical activity and giving up smoking

An active lifestyle, with regular physical activity, counteracts a sedentary routine and reduces risk factors related to urological diseases. Quitting smoking is perhaps the most effective preventive measure: smokers have a nine times higher risk of developing bladder cancer compared to non-smokers.

The concluding message of the Sorrento congress

The 98th SIU National Congress in Sorrento shows how contemporary urology combines technological innovation with a renewed preventive and human approach. The Italian urological community reiterates that men’s health is not merely a medical issue, but a commitment that requires individual awareness, integrated specialist support and the widespread adoption of correct preventive practices.