Olympic pin mania has collectors running between landmarks and swarming a trading center

MILAN (AP) — A dozen people outside a Milan metro station on Wednesday stared intently at their phones until 8 a.m., when an Instagram post provided a location.

“Run, don’t walk: we’re in the Castello area,” said the post. “Pins are available while supplies last.”

It sent the group sprinting.

Early each morning in Milan, eager collectors have been gathering to await word of the exact spot where they can score highly prized, limited-edition Olympics pins that — if they’re fast enough — are free.

Ilaria Pasqua has gotten up and out early every day since Saturday to snag the coveted pins from YesMilano, the city’s promotional agency, and she plans to complete the collection of seven neighborhoods — including Isola and Porta Venezia — and five iconic landmarks, like the Duomo. She teamed up with three collectors she met on the first day, and they have developed a system to be among the first in line.

“I know it can sound like it’s a bit extreme, and (like) it’s a waste of time. But actually, I’ve met these people that I am doing this with, so it’s nice,’’ said Pasqua, an English teacher in Milan. “It’s a way to get to know the city that you live in or are visiting. It’s also social...