Alpine skiing-Brazil's golden boy Pinheiro Braathen brings samba and fashion to the slopes

BORMIO, Italy, Feb 14 : Alpine skier Lucas Pinheiro Braathen made history on Saturday by delivering to Brazil - and the whole of South America - their first Olympic gold with victory in the giant slalom but the 25-year-old's influence extends well beyond the slopes.

Born in Norway and competing for the Scandinavian nation before switching to his mother's Brazil, Pinheiro Braathen has emerged as a central figure at the Milano Cortina Games thanks to his ability to fuse elite performance with personal style.

At the opening ceremony in Milan, he stole the spotlight by wearing a sweeping white Moncler cape featuring an intarsia Brazilian flag. Pinheiro Braathen won in Bormio wearing a white Moncler race suit with blue stars, which he helped co-create.

Since late 2024 the Brazilian has been a global brand ambassador for Moncler Grenoble, a collection rooted in the brand's original alpine tradition.    

MERGING SKIING WITH LOVE OF ARTS AND FASHION

The skier's embrace of fashion, music and art cuts a contrast in a sport better known for discipline and uniformity than expression. But Pinheiro Braathen says his multiple interests have helped him on his journey to Olympic glory.

"I’m a person who believes in range, and I think the true difference needs to be found outside the area in which you’re trying to become the best," he said after winning gold.

"I have so many role models and sources of inspiration to thank for me being the (person) that I am here today, and to bring home this gold medal," he added.

Pinheiro Braathen, who likes to samba dance after success on the slopes and has been spotted wearing colourful nail varnish, won the World Cup slalom title in 2023 but quit later that year after a conflict with the Norwegian Ski