Casting On at the Games: Knitting Through Milano Cortina

This study examined how Olympic athletes shared knitting-themed content on Instagram before, during, and after the Milano Cortina Winter Games in early 2026, with particular attention paid to the themes associated with posts. Instagram has been recognized as a key platform for craft-related content among makers, and it has also served as a central space for athletes’ personal brand building. The research data were collected from athletes’ public Instagram accounts, including images and Reels, up to April 10, 2026, at which point several recurring narratives and themes reached a natural conclusion as the season ended. The findings suggest that athletes utilized social media to curate their personal brands. They framed knitting as a relaxing and enjoyable activity to balance intensive training schedules and traveling. Many emphasized the importance of finalizing knitting projects and described a sense of satisfaction and pleasure upon finishing them. A notable practice involved the “Knitting Club,” where athletes gathered face-to-face during the Olympic Games. Interaction between athletes and their followers was frequent, with numerous comments in the comment sections and shared challenges. Overall, the dialogue was predominantly positive and supportive, highlighting knitting as a means of expressing identity and building community in elite sports contexts.