So, Tate McRae is in hot water. Again. This time, it’s for starring in a Team USA promotional ad for the Milan 2026 Winter Olympics. The backlash is loud and, on the surface, predictable: “She’s not an athlete.” “Why a pop star?” “This is about sports, not celebrity.”
But let’s pause and actually think about what these ads are for.
They are not instructional videos on perfecting a triple axel or a gold-medal slalom run. They are **marketing tools**. Their sole purpose is to generate excitement, capture attention, and build a narrative that makes a global audience—especially a younger one—care about an event that is still two years away.
And on that metric, choosing Tate McRae is a strategic masterstroke.
Think about it. The core feeling of an Olympic ad is **aspiration**. It’s the heartbeat, the late-night training sessions, the sheer will to push limits. Now, listen to Tate’s music—the driving beats of “greedy,” the relentless energy of her performances, the lyrics about ambition and pushing back. Her entire artistic persona is built on a foundation of intense, physical determination and the hunger to be the best. That’s not just musical style; it’s athletic mindset. The ad isn’t casting her as a skater; it’s using her as the embodiment of the **energy and drive** that every Olympian channels.
The criticism that she’s “not an athlete” feels oddly purist and out of touch with how modern media works. Olympic committees aren’t living in a sports-only bubble. They are competing for eyeballs against a million other forms of entertainment. Using a globally recognized, hard-working performer like McRae—a former competitive dancer whose stage presence is profoundly athletic—is a bridge. It connects the world of elite sport to the mainstream cultural currents where the next generation of fans lives.
The real question isn't "Why Tate?" It's "Does this make you feel the Olympic spirit?" For a huge segment of the audience, the answer will be yes. It’s visceral, it’s modern, and it pulses with the same adrenaline as the final seconds of a medal race.
The backlash is just noise. Smart marketing understands that sometimes, to celebrate the athletes, you first have to speak the language of the audience. And right now, for millions, Tate McRae is on the playlist. Team USA just hit play.
