Team USA silver medalist and Team Samsung Galaxy athlete Alex Hall captures the moment with his Galaxy Z Flip7 Olympic Edition at the Hwaiting Night event.

The guest list featured more than 130 attendees, including a world-renowned freestyle skier Alex Hall, Italy’s snowboarding sensation Ian Matteoli, a Swiss snowboarder and content creator Nicolas Huber and an Italian lifestyle influencer Ludovica Frasca.

Inspired by the Korean expression “Hwaiting” — a phrase used to cheer someone on and wish them strength — the event created a space where sport, culture and Samsung Galaxy technology came together in support of the Olympic movement.

French freestyle skier Tess Ledeux shares her inspiring journey with fans and fellow Team Samsung Galaxy athletes at Samsung House during the Hwaiting Night event.

At the event, attendees participated in a range of interactive programs, including guided tours around Samsung House, listening to the heartfelt stories of fellow athletes sharing their road to the Olympics. The program also featured TeamGalaxy content captured throughout the athletes’ Olympic Games experience, before wrapping up with attendees watching live games on the big screen to cheer for their home-country teams.

Team Samsung Galaxy athletes connect at Samsung House during the Hwaiting Night event.

Through the Hwaiting Night event, Samsung brought together athletes, influencers and creators at the heart of Milano Cortina 2026. The evening was more than a celebration. It embodied Samsung’s belief that openness creates connection, fostering shared experiences that connect people across cultures and languages — demonstrating that “Open always wins.”

Team USA figure skater and Team Samsung Galaxy athlete Ilia Malinin poses for a Victory Profile during the Hwaiting Night event.

Team Samsung Galaxy athlete Anna Gasser enjoys a night at Samsung House for the Hwaiting Night event.

Team Italy and Team Samsung Galaxy athlete Miro Tabanelli shows off his limited-edition Samsung Milano Cortina 2026 pins during the Hwaiting Night event.

Samsung out-of-home advertising at Duomo

As part of Samsung’s global “Open always wins” campaign ^[1] the takeover transforms streets, squares and transit hubs into a living canvas — placing the energy and anticipation of the upcoming Olympic and Paralympic Winter Games directly into the rhythm of city life.

Featuring Team Samsung Galaxy athlete ambassadors, the visuals celebrate the drive, resilience and openness at the heart of the Olympic and Paralympic Winter Games. The series highlights Italian athletes Jacopo Luchini (Para Snowboard), Flora Tabanelli and Miro Tabanelli (Freestyle Skiing), and Ian Matteoli (Snowboard), enjoying their precious moments on their Olympic journey with selfies captured on the Galaxy Z Flip7.

Samsung out-of-home advertising at San Babila

Running across ten key locations including Duomo di Milano, Pirelli 39, San Babila and Corso Como, the out-of-home advertising brings the excitement of winter sports beyond competition venues and into the heart of the host city. The advertising campaign runs from February 1 to February 28, with select locations including San Babila – Durini until March 15 and Duomo di Milano until March 31.

As Milano Cortina 2026 approaches, Samsung continues to pair its “Open always wins” message with local expression — opening up moments that matter and bringing people closer to the excitement of the Games.

Samsung out-of-home advertising at Porta Venezia

Locations for the out-of-home advertising:

• Duomo
• Porta Venezia
• Corso Como – Porta Garibaldi

• Pirelli 39
• Cadorna – Via Carducci – San Nicolao
• Via San Paolo
• Corso Venezia – Via Senato

• San Babila
• Largo La Foppa
• Palazzo Odeon

[1] First introduced at Paris 2024, the theme returns to the Olympic and Paralympic Winter Games as a reflection of Samsung’s belief that, with an open mind, anything is possible.

The initial partnership, launched early last year as part of Samsung’s “Open Always Wins” campaign, proudly celebrated the unique culture and global influence of skateboarding. With activations across key events and athlete-led storytelling, the program fostered a powerful connection between Samsung, SLS and the broader skateboarding community.

Now, Samsung and SLS are taking that momentum to the next level with a long-term, multi-year global partnership that spans events across continents. As part of the agreement, SLS will provide Samsung with year-round cultural insight and creative collaboration to inform skate-specific product features and campaigns.

“From the start, our partnership with Street League Skateboarding has been rooted in authenticity, innovation, and a shared passion for openness,” said Stephanie Choi, EVP & Head of Marketing of the Mobile eXperience Business at Samsung Electronics. “We are looking forward to growing this relationship and reinforcing Samsung’s long-term commitment to elevating skate culture — and to showcasing how our technology can make a positive impact through creativity, connection and community.”

Samsung also announced that two-time Olympic medalists Jagger Eaton and Rayssa Leal are joining Team Samsung Galaxy as athlete ambassadors. Eaton, a 2021 SLS Super Crown World Champion, is one of the sport’s most dominant and versatile competitors. Leal, a three-time SLS Super Crown World Champion and one of the most decorated skaters in SLS history, continues to inspire fans around the world with her bold, expressive style. Their return underscores Samsung’s long-term investment in skateboarding culture and community.

“Every session is different – new spots, new tricks, new energy,” said Eaton. “To keep progressing, you have to stay open to it all. That’s why this partnership with Samsung is so special. They share that same belief that openness drives creativity, connection, and growth in skateboarding and beyond.”

“Skateboarding is about openness – freedom to express yourself, to connect with people everywhere, and to keep pushing forward,” said Leal. “That’s why I’m excited to team up with Samsung, a brand that believes in openness as much as I do. Together, we can inspire the next generation of skaters to create, connect, and share their style with the world.”

“Skateboarding is a culture that thrives on creativity and connection,” said Frank Lamicella, Chief Executive Officer of Street League Skateboarding. “Samsung’s support and belief in our vision has been instrumental in helping us elevate the experience for skaters and fans alike. This expanded partnership is a testament to the impact we’ve already made together, and we are excited for what’s still to come.”

About Street League Skateboarding

Since its inception in 2010, Street League Skateboarding (SLS) has propelled street skateboarding from a collection of independent standalone events to a renowned global series. As pioneers of street skateboarding’s premium qualification system and competition format, SLS offers an amateur-to-professional pathway and creates thrilling live events across the globe. The SLS Championship Tour is recognized as the world’s premier professional street skateboarding competition. Events take place on custom-built, one-of-a-kind, SLS-certified plazas in major cities around the world, with the best in the sport competing for the highest stakes. For more information, visit StreetLeague.com.

Samsung’s central message for Paris 2024 is “Open always wins,” which articulates the belief that with an open mind, every new experience becomes a meaningful achievement — a sentiment embodied by the athletes competing at the Paralympic Games. Samsung will celebrate the open-mindedness and resilience demonstrated by Paralympians, harnessing its latest mobile technology to open up new experiences and possibilities for athletes, fans, and the rest of the world, during the Paralympic Games Paris 2024.

“Samsung has been a Paralympic Games partner for almost two decades, and as committed supporters of the Paralympic Movement, we’re proud to help deliver the best possible Games-time experience for athletes, fans, spectators and volunteers at the Paralympic Games Paris 2024 with our latest mobile technology,” said Stephanie Choi, EVP & Head of Marketing of Mobile eXperience Business at Samsung Electronics. “It is an honour to bring fans across the world closer to their favourite Paralympians, their stories and uncompromising spirit, as they forge new paths and inspire greatness.”

Continued Support of the Paralympic Movement

Samsung’s support of the Paralympic Games Paris 2024 follows an 18-year partnership which began at the Torino 2006 Paralympic Winter Games. During this time, Samsung has used its mobile technology to engage and inspire fans and supporters while raising awareness of the Paralympic Movement. The “Dialogue in the Dark” demonstration at Sochi 2014 saw visitors at the Galaxy Studio Olympic Park experience a day in the life of a visually impaired person to help visitors understand the challenges they can experience from their perspective. Similarly, at PyeongChang 2018 Paralympic Winter Games, visitors at the Samsung experience space were able to try the Relúmĭno feature in conjunction with Samsung Gear VR, which helped those with low vision see the world more clearly. Samsung will continue to promote sporting excellence and shared values embodied by Paralympic athletes through its ongoing support of the Paralympic Games Paris 2024.

Championing Team Samsung Galaxy Trailblazers

For the Paralympic Games Paris 2024, Samsung has been supporting its roster of Team Samsung Galaxy athletes. The team of trailblazers, who were selected due to their impact on and off the field of play, includes French blind footballer and Olympic Torchbearer Yvan Wouandji and Paralympians Johannes Floors (para athletics, Germany), Madison De Rozario (para athletics, Australia), Ugo Didier (para swimming, France), Hee-jin Kim (goalball, Korea), Kadeena Cox (para cycling, Great Britain) and Desirée Vila (para athletics, Spain). The athletes shared their sentiments regarding Samsung’s support:

• Ugo Didier: “The Paralympic Games Paris 2024 are particularly special, taking place in my home country. Beyond the competition, I want to show that with enough dedication, everyone can compete in sporting events and achieve world-class performances regardless of disability, so I’m grateful to be working alongside Samsung to share this message.”

• Madison De Rozario: “Technology is playing a significant role in our entire movement of sport. To make a tangible impact on fans and people, you need to be able to connect with them to truly learn who they are and for them to know who you are. It’s an honour to be supported by Samsung as I go into my fifth Paralympic Games to bring people around the world closer to the Paralympic Movement.”

• Johannes Floors: “To be a successful Paralympian, determination is vital, but it also requires honest self-reflection, the ability to take criticism, meticulous engineering and open-mindedness to try the new and innovative approaches that ultimately set you up for success. I’m delighted to be working with Samsung, who share these values and reflect them in their own innovation.”

Additionally, Samsung released its film Voices of Galaxy, which spotlights Johannes Floors’ story — his motivation, determination, and passion to make an impact on next generation — in May.

Harnessing the Latest Technology for an Unforgettable Games-Time Experience 

To enhance the athlete experience, Samsung is providing nearly 5,000 Galaxy Z Flip6 Olympic Edition smartphones to Paralympians competing in the Games. The exclusive edition features a suite of built-in services and apps to help athletes to enjoy Paris and navigate every aspect of their Games-time experience with ease. The Galaxy Z Flip6 Olympic Edition supports the latest Galaxy AI features — as well as accessibility features — ensuring all Paralympians have the best experience possible.

Interpreter, which instantly translates live conversations^[1], will allow all Paralympians to connect with fellow athletes from around the world. Bixby Vision for Accessibility, which gives audio descriptions of images and user surroundings, and Relúmĭno outline, which enhances the screen’s contrast and brightness or sharpens image outlines to increase visibility, allowing athletes with low vision to seamlessly navigate competition venues and stay connected with fans following their Paris 2024 journey.

Opening Up Fan Experiences To Put the Paralympic Spirit in Motion

The start of the Paralympic Games also marks the next wave of the popular Samsung Olympic Games Pin Collection, taking place at the fully accessible Olympic rendezvous @ Samsung pop-up experiences at Champs-Elysees 125 and Square Marigny in Paris. Fans of the Paralympic Games can participate in Galaxy AI experiences to complete their collection of 16 specially-designed pins, including four that represent Paralympic sports — blind football, para athletics, wheelchair basketball and wheelchair tennis — to receive a new Galaxy Z Flip6 and a chance to win a round-trip package for two to attend Milano Cortina 2026. Fans will also have the opportunity to participate in an interactive journey through Samsung’s rich heritage around the Olympic and Paralympic Games and try out the latest Galaxy technology for themselves at the sites. In addition, Samsung plans to conduct a series of events and appearances at its Olympic^TM Rendezvous @ Samsung pop-up experience sites throughout the Games to bring fans face-to-face with their favourite Paralympic athletes.

Fans and visitors can celebrate the Games and get closer to Samsung’s latest technology at the Olympic^TM rendezvous @ Samsung sites, open throughout the duration of the Paralympic Games Paris 2024:

• The Olympic^TM rendezvous @ Samsung | Square Marigny will be re-opened on August 29 from 10 a.m. to 10 p.m. until September 8.
• The Olympic^TM rendezvous @ Samsung | Champs-Élysées 125 is open from 10 a.m. to 8 p.m. from Monday to Saturday and 11 a.m. to 8 p.m. on Sundays until October 31.

▲ Wheelchair Basketball players from Team France share a group selfie after picking up their Samsung Galaxy Z Flip6 Olympic Edition at the Samsung experience pop-up space at the Olympic and Paralympic Village.

▲ (From left) Boccia players from Team Korea Sunhee Kang and So Yeong Jeong, Wheelchair Rugby player from Team Denmark Kurt Busk, International Paralympic Committee President Andrew Parsons, and Wheelchair Basketball player from Team France Jordan Luce pose together at the Samsung experience pop-up space at the Olympic and Paralympic Village.

▲ Archers from Team France share a group selfie after picking up their Samsung Galaxy Z Flip6 Olympic Edition at the Samsung experience pop-up space at the Olympic and Paralympic Village.

▲ Wheelchair Basketball players from Team Germany Svenja Mayer (left) and Mareike Miller (right) pose together with their new Galaxy Z Flip6 Olympic Edition at the Samsung experience pop-up space at the Olympic and Paralympic Village.

▲ Paralympic athletes from Team Korea pose together for a group picture after picking up their Samsung Galaxy Z Flip6 Olympic Edition at the Samsung experience pop-up space at the Olympic and Paralympic Village.

▲ Sitting Volleyball players from Team Slovenia pose together for a group picture after picking up their Samsung Galaxy Z Flip6 Olympic Edition at the Samsung experience pop-up space at the Olympic and Paralympic Village.

▲ Wheelchair Tennis player from Team South Africa Alwande Sikhosana receives his Samsung Galaxy Z Flip6 Olympic Edition at the Samsung experience pop-up space at the Olympic and Paralympic Village.

▲ (From left) Sitting Volleyball players from Team Brazil Anderson Rodrigues dos Santos and Daniel Yoshizawa pose with Javelin Thrower from Team Cabo Verde Marilson Fernandes Semedo at the Samsung experience pop-up space at the Olympic and Paralympic Village.

[1] Samsung account login is required. Certain languages may require language pack download. Service availability may vary by language. Accuracy of results is not guaranteed.

LONDON, United Kingdom – July 17, 2024 – Samsung Electronics Co., has released a new single called “Open Always Wins” in collaboration with K-Pop icons TOMORROW X TOGETHER (TXT), consisting of SOOBIN, YEONJUN, BEOMGYU, TAEHYUN, and HUENINGKAI. The new Galaxy brand anthem, which was first teased at Galaxy Unpacked last week, champions the pursuit of goals with an open mind, echoing Galaxy’s own core values of openness.

Set to an energetic guitar riff, “Open Always Wins” is an alternative rock track featuring the powerful vocals of TXT. Band members SOOBIN, YEONJUN, TAEHYUN and HUENINGKAI participated in penning the lyrics and based them on their own feelings and experience of openness.

“We are proud to have collaborated with our Galaxy Ambassadors, TOMORROW X TOGETHER, to create a brand anthem that encapsulates the spirit of openness authentically,” said Jamie Park, VP & Head of the Experience Marketing Group, Mobile eXperience Business at Samsung Electronics. “We hope it inspires listeners to embrace openness in their own lives, and the experiences and opportunities that come with it.”

The track is brought to life in a new music video that intertwines scenes of TXT preparing for a performance, with appearances from Team Samsung Galaxy athletes, celebrating their efforts and challenges across various sports.

The new single has launched today across multiple music platforms — including YouTube Music, Spotify, Melon, Genie, Bugs, Flo and Vibe — and the accompanying music video will be available to watch on Samsung’s official YouTube channel.

In conjunction with the music video release, the “Open Always Wins” dance challenge will kick off as well, encouraging fans worldwide to show their support and cheer for their favourite athletes.

“We’re excited to collaborate on this meaningful project with Samsung. We’ve infused our single with a sincere message of encouragement, rooting for everyone to bravely face challenges without being disheartened by failure,” said TOMORROW X TOGETHER. “We believe those who overcome and progress through obstacles are the true champions.”