MILAN (Sept. 26, 2025) — Milan, the global fashion capital, offered the perfect stage for Lucas Pinheiro Braathen’s press conference as it prepares to host the 2026 Olympic Games. The Brazilian skier, fresh off his first season competing under his mother’s flag, outlined his Olympic ambitions.
Beloved by fans, always smiling and confident, Braathen shines from his results and mutual love of fashion, design and art, and for the unique path he has chosen.
A Father’s Pride
Pinheiro Braathen’s father and team manager, Bjørn Braathen, opened with reflections on a season that delivered both brilliant highs and painful lows.
“It’s easy to only remember the highlights — the comeback in Sölden, the great results in Finland, or the historic podium in Beaver Creek. But equally important were the falls and weaker days. Those moments showed us where we needed to improve if we want to be a high-performing team,” he said.
He stressed that internal changes only strengthened the group. “We built trust, set up new processes, and strengthened the staff. Lucas no longer has to be half businessman and half athlete — he can now focus on what matters most: skiing. That is a huge step forward.”
Bjørn announced additions to the staff: a new coach, a physiotherapist, and a media and marketing professional.
“I’m Here to Win”
Pinheiro Braathen, charismatic and emotional, stepped forward with a direct message.
“A year ago, I stood in front of you talking about my comeback to competitive skiing. Today, I stand here to share my dreams. I’m here to win. I’m here to become the best. My definition of success, though, lies beyond victory itself. For me, winning allows me to set the stage. But it is how I dance on that stage that serves a purpose,” he said.
He explained how representing Brazil intensifies both pressure and motivation. “Before, I was competing for six million people. Today, for more than 200 million. If it doesn’t work out, it’s only my fault. But pressure is a privilege. It is what makes sport an art and what forces me to live every day on the edge.”
Facing the Past
Reporters pressed Pinheiro Braathen about both the Olympics and defining events from his career. The 2025 World Championships in Saalbach ended without medals, and the previous edition in Courchevel came just weeks after an appendix surgery. Pinheiro Braathen refused to blame luck or circumstance. Instead, he spoke about responsibility and the moments that shaped him.
“At the World Championships (2023) I had gold in my pocket, but ten gates before the finish I handed it to Henrik,” he recalled. “It wasn’t the first time — the year before I lost the slalom globe, even though I was leading after the first run. And a year later, again against Henrik, I missed out on a medal at the Worlds.”
He said those defeats only fueled him. “At that moment, it was a tragedy. But with distance, I see that those setbacks made me stronger. Without those defeats, I would never have been able to deliver the best skiing of my career when I finally beat everyone and won the slalom World Cup title in Andorra 2023.”
The Anthem Still Waits
Last season, Pinheiro Braathen earned five podiums but never stood atop the podium. That ‘unfinished business’ fuels him now.
“I will not stop until I carry the Brazilian flag to the top of the podium,” he said firmly. “Last season, I came so close — I lost by just two hundredths of a second. But that moment will come, and it will come soon. It would mean everything to me.”
For him, victory only matters if it tells a story. “It’s not only about victories, but about the story behind them. That is what can truly inspire someone.”
Giving Back
Pinheiro Braathen also works to expand access to sport. He organizes an annual youth ski camp in Oslo and supports projects through his foundation.
“Every year, we want to open sport to more and more kids. Sport changed my life and I know it can change theirs too. The biggest value lies in learning to connect with the community, to grow and to develop. And everyone has the right to that,” he said.
He added that messages from fans strengthen his resolve. “Someone once wrote to me that he signed up for a dance class, even though he was afraid, because he saw that I went against the current. Those are the moments that motivate me on the toughest days. My dream is to be an example of someone who walks his own path and follows his intuition. I don’t want to be a role model only for athletes, but for anyone who dares to dream.”
Brazil Discovers Skiing
Pinheiro Braathen said he feels support from Brazil is growing rapidly. “People in Rio now stop me to ask if I’m the guy doing something on snow for Brazil,” he said, smiling. “The thought of alpine skiing being broadcast in bars in Copacabana is, for me, proof that our sport is reaching new people.”
He also felt the support in World Cup finish stadiums, where Brazilian flags waved proudly. His mother attended a race for the first time, waving the flag herself. “Although she currently lives in New Zealand, I hope she can come to more races again. The support of my loved ones means a lot to me.”
Style and Spotlight
With Milan hosting Fashion Week, Pinheiro Braathen used the occasion to step into his other beloved world. After the press conference, he appeared at the launch of a new skincare product. His partner, Brazilian actress Isadora Cruz, supported him in Italy.
In both sport and fashion, Pinheiro Braathen continues to blend confidence, artistry and ambition. His message was clear: The Olympic stage awaits, and he intends to dance on it.
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About the Author: Darka Sefcik Starnova
