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.