Moncler will dress Brazil at the Milan Cortina 2026 Winter Olympics Can there be Winter Olympics without the quintessential winter brand?

Moncler has officially announced its return to the Winter Olympics after almost sixty years of absence. For the Milano Cortina 2026 edition, the brand with the red rooster has chosen to partner with the Brazilian Olympic Committee (COB) and the Brazilian Winter Sports Federation, becoming the official sponsor for the opening and closing ceremonies and the technical supplier for the teams competing on Italian snow.

A true homecoming for the brand founded in 1952 in Monestier-de-Clermont, in the French Alps, and forever tied to extreme mountain environments and performance. Moncler had already written Olympic history in 1968, when it equipped the French national alpine ski team at the Grenoble Games (the ones of Jean-Claude Killy’s triple gold). Since then, the brand had not supplied any Olympic team until today. Milano Cortina 2026 therefore represents a kind of “return home,” especially since it is taking place in Italy, the country that has hosted the group’s headquarters since 2000.

Remo Ruffini, Chairman and CEO of Moncler, commented: «Returning to the Winter Olympics has enormous symbolic value for us. It is not only a tribute to our mountain origins, but a confirmation of what we have always stood for: the pursuit of technical excellence combined with unmistakable style. Doing it in our own country, alongside Lucas Braathen’s energy and the passion of the Brazilian movement, fills us with pride».

At the heart of the partnership is Lucas Pinheiro Braathen, 25, 2023 world slalom champion and brand ambassador for Moncler Grenoble, the brand’s high-performance line. The Norwegian-Brazilian talent decided in 2024 to leave the Norwegian federation in order to compete under the Brazilian flag, the country with which he has always had a deep bond. In November 2025 he already gave the South American nation its first historic World Cup victory.

For the races, Moncler developed together with Braathen a competition suit that blends the brand’s technical heritage with elements of Brazilian culture: the green of the flag, fluid lines evoking samba movement, and yellow-gold details. For the opening and closing ceremonies, the entire Brazilian delegation will parade in bespoke Moncler garments that combine extreme thermal insulation with the elegance typical of Italian luxury. Emanuel Rêgo, CEO of the Brazilian Olympic Committee, added: «We are thrilled that our athletes will represent Brazil in one of the world’s fashion capitals wearing Moncler. This collaboration strengthens our international presence and makes the Olympic experience even more special».

The partnership was unveiled with the release of the short film Beyond Performance, directed by Mark Clinton, which follows Braathen as he prepares for the Games. The video kicks off a series of global activations signed Moncler Grenoble: it begins in January 2026 with an immersive experience in Aspen, Colorado, and will culminate with the Italian Olympics in February 2026.

For Moncler, this is yet another demonstration of how the brand – the only true luxury label born in the mountains – continues to hold a leading position both on the race slopes and in the contemporary luxury landscape, never forgetting its technical origins and the ambition to always push a little higher, just as it did in 1954 when it equipped the Italian expedition that conquered the summit of K2 for the first time.