Moncler is making a bold and exciting comeback to the Olympic Games after nearly six decades, partnering with Team Brazil for the upcoming Winter Games Milano Cortina 2026, scheduled from February 6 to 22. But here’s where it gets controversial: the luxury brand, known for combining style with top-tier performance, is stepping onto the world’s biggest winter sports stage in a way that surprises many who thought its Olympic chapter had closed long ago.
As the official sponsor of the Brazil Olympic Committee and the technical sponsor of the Brazilian Snow Sports Federation, Moncler will be responsible for outfitting Brazil’s ski team. This collaboration builds on their existing relationship with Lucas Pinheiro Braathen, a 24-year-old Brazilian-Norwegian Alpine skier and Moncler Grenoble brand ambassador. This partnership isn’t just about sportswear; it symbolizes Moncler’s roots and its ongoing dedication to pushing the boundaries of what high-performance fashion can achieve.
Remo Ruffini, Moncler’s chairman and CEO, expressed that returning to the Winter Games is deeply meaningful for the brand. It honors their heritage while showcasing their commitment to innovation in both style and functionality. “This isn’t just about clothing,” Ruffini said, “it’s a vivid declaration of who we are—pioneers who want to elevate athletes on the global stage.”
The excitement intensifies because this collaboration shines brightly on their home turf, Italy, and is powered by the vibrant spirit of Lucas Pinheiro Braathen, alongside the Brazil Olympic Committee and the Brazilian Snow Sports Federation. Ruffini emphasized how this alliance strengthens Moncler’s mission to support those who dare to blaze new trails—just as the brand itself has always done.
It’s striking to realize that Moncler’s last Olympic involvement dates back to 1968, when it outfitted Team France during the Grenoble Winter Games and launched its now-iconic Moncler Grenoble line. This history adds a layer of legacy and prestige to their current involvement with Team Brazil, creating a fascinating full-circle narrative.
Under this new partnership, Moncler will supply Team Brazil with both casual out-of-competition apparel and specialized racing suits. The race suits, developed in collaboration with Braathen, are designed by the Moncler Grenoble division and feature a sleek ivory-white palette accented with the Brazilian flag and understated branding—merging elegance with national pride.
Braathen himself credits Moncler as a crucial pillar of his Olympic journey, highlighting not just the brand’s technical prowess but also their early belief in him before he made headlines. Their support allowed him to stay true to his identity both as an athlete and as a person, with a shared long-term vision that respects and nurtures his unique path. Since joining Team Brazil in 2024, the upcoming Winter Games will mark Braathen’s first Olympics representing this nation.
To celebrate this milestone partnership, Moncler is releasing a short film titled “Beyond Performance,” directed by Mark Clinton. The film offers an intimate glimpse into Braathen’s preparation for the Games, blending inspiration with an insider’s view of the athlete’s mindset.
Emanuel Rêgo, CEO of the Brazil Olympic Committee, expressed confidence that this partnership will amplify Brazil’s visibility on the international sports stage. He predicted the athletes would experience an unforgettable moment parading through Milan—one of the world’s fashion capitals—wearing gear that perfectly marries performance, cutting-edge design, and style.
In a related note, Moncler Grenoble is planning to present its Fall 2026 collection in Aspen on January 31, continuing its tradition of showcasing collections at elite ski resorts. This follows previous runway events held in renowned winter destinations like Saint Moritz and Courchevel in recent years.
Notably, in 2022, Moncler revived the Grenoble line as a symbol of their “high-performance” identity, emphasizing advanced technological innovation. This is complemented by their fashion-forward Moncler Genius series and the lifestyle-oriented Moncler Collection.
Here’s a thought-provoking question: Does Moncler’s return to the Olympics mark a genuine fusion of fashion and athleticism, or is it more about branding and market positioning? What do you think—does this move elevate the spirit of the Games, or does it commercialize a sacred sporting tradition? Feel free to share your thoughts below!
