In early December, Milan-based French brand Moncler announced that it would be the official sponsor of the Brazilian Olympic Committee during the 2026 Winter Olympics, which will take place in February 2026. The brand will be responsible for dressing the athletes during the opening and closing ceremonies of the event. Moncler also used Brazilian-Norwegian athlete Lucas Pinheiro Braathen for advertising, who is not only an ambassador for the Moncler Grenoble line, but will also make his debut for the Brazilian team at the event.
Norwegian-Brazilian athlete Lucas Pinheiro Braathen was chosen to appear on the cover of the sponsorship ad.
Moncler is known for its high-quality winter pieces, refined style and high prices, present on the market since 1952. The brand was born in the French town of Monestier-de-Clermont, by entrepreneurs René Ramillon and André Vincent. The choice of the name “Moncler” came from the combination of the initial syllables of Monestier-de-Clermont, a small region located in the southeast of France, at the foot of the Alps.
The brand was born in the French commune of Monestier-de-Clermont. It is currently one of the biggest references in luxury winter clothing.
In addition, Moncler will be the technical sponsor of the Brazilian Snow Sports Confederation and will therefore provide competition and training clothing for the Brazilian Alpine Ski Team, which will also be led by Lucas Braathen.
It is worth noting that this will be the first time in 60 years that Moncler will appear as a sponsor at the Winter Olympics. The last time was in 1968, when the brand dressed the French ski team in Grenoble, France.
Relationship between Moncler and Brazil
Even before this announcement, Moncler was already showing a relationship with Brazil, as the brand was already part of Lucas Braathen’s training locker room. In fact, the slalom athlete – a kind of alpine skiing – has already become its ambassador in 2024, more precisely for the Moncler Grenoble brand, focused on specialized pieces for winter sports.
Lucas Bratheen has been a brand ambassador for Moncler Grenoble, part of Moncler, since 2024
In addition to leading the Brazilian ski team at the Olympics, Lucas Bratheen helped create the pieces. In this way, a mix between technique, Brazilian heritage and the characteristic style of Moncler was possible, with the presence of characteristic symbols of the Brazilian flag.
For the Director General of the Brazilian Olympic Committee (COB), Emanuel Rêgo, it is a source of pride for the Brazilian team to wear Moncler during the events of the Milan-Cortina 2026 Olympic Winter Games. According to the director, “the partnership expands the presence and recognition of the Brazilian Olympic Committee brand on the world sports scene”.
“I am sure that it will be an unforgettable moment for our athletes to parade in one of the world fashion capitals wearing pieces that combine performance, design and style,” said Emanuel Rêgo, general director of the Brazilian Olympic Committee (COB).
Moncler’s strategy
Returning to the Olympics to represent Brazil after six decades is not a simple choice, but rather a strategic action. Being alongside a country that has no history of snow and is not a big highlight – at least so far – in the winter games is a way for the brand to say that it is open to multiculturalism and diversity, reinventing itself in the current fashion scenario.
In addition, the fact that Milan hosts the Olympic Games is a great asset for Moncler, already traditional in the city. Thus, it has the opportunity to increase its visibility through activations and advertising, thus increasingly positioning itself as a globally relevant brand.
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Pieces released by Moncler that will be used by the Brazilian team during the 2026 Winter Olympics
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