Michelob Ultra’s Super Bowl 60 ad featuring Olympic legends Chloe Kim and T.J. Oshie isn’t just a commercial—it’s a cultural moment bridging winter sports and football fandom, timed perfectly between the NFL’s biggest game and the 2026 Winter Olympics.
The Perfect Storm: Why This Ad Matters
Michelob Ultra’s decision to feature Chloe Kim and T.J. Oshie in their Super Bowl 60 commercial represents a masterstroke in sports marketing. The ad, directed by Joseph Kosinski (Top Gun: Maverick), arrives at a pivotal moment in the sports calendar—just days before the 2026 Winter Olympics in Italy and during the NFL’s championship weekend.
This crossover isn’t random. Kim, the youngest woman to win Olympic snowboarding gold (2018), and Oshie, a Stanley Cup champion and 2014 Olympian, embody the spirit of Team USA. Their inclusion in a Super Bowl ad—watched by over 100 million viewers—elevates winter sports into the mainstream conversation, a rare feat for athletes outside football’s spotlight.
Chloe Kim: From PyeongChang Prodigy to Super Bowl Star
Kim’s journey from a 17-year-old phenom in PyeongChang to a two-time Olympic gold medalist mirrors the ad’s theme of defying expectations. Her 2018 victory in the women’s halfpipe wasn’t just a win—it was a cultural reset for snowboarding, proving the sport could captivate global audiences beyond the mountains.
By featuring Kim, Michelob Ultra taps into her cross-generational appeal. She’s not just an athlete; she’s a Gen Z icon who’s redefined what it means to be an Olympian in the social media era. Her presence in the ad signals a shift: winter sports are no longer niche—they’re part of America’s sporting fabric.
T.J. Oshie: The Hockey Hero’s Second Act
Oshie’s inclusion adds another layer of authenticity. The Washington Capitals legend, who retired in 2025 after 16 NHL seasons, brings hockey’s gritty charm to the Super Bowl stage. His 2018 Stanley Cup win and 2014 Olympic run (where he scored four goals in a shootout against Russia) cemented his status as a clutch performer.
The ad’s teaser, titled The Jump, plays to Oshie’s everyman appeal. His expletive-laden reaction (“Holy [expletive]”) to an amateur skier’s daring run feels organic—a genuine moment of awe that resonates with fans who see him as one of their own.
The 2026 Olympics Connection
The timing is everything. Super Bowl 60 (Feb. 8, 2026) lands just two days after the Winter Olympics open in Milan-Cortina d’Ampezzo. Michelob Ultra, as Team USA’s official beer sponsor, uses this ad to bridge the gap between football’s peak and the Olympics’ arrival.
For fans, this creates a seamless transition from NFL hype to Olympic anticipation. The ad’s alpine setting and Kim’s snowboarding pedigree serve as a visual teaser for what’s to come in Italy, making it a clever piece of cross-promotion.
Why This Ad Will Resonate
- Authenticity: Kim and Oshie aren’t just faces—they’re credible voices in their sports.
- Timing: The ad capitalizes on the rare overlap between the NFL and Olympic calendars.
- Nostalgia: Oshie’s hockey roots and Kim’s historic 2018 win evoke powerful memories.
- Aspiration: The amateur skier’s daring run mirrors the “anything is possible” Olympic ethos.
Expect this commercial to spark conversations about winter sports’ growing relevance in American culture—a conversation Michelob Ultra is perfectly positioned to lead.
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