South America's first medalist at the Winter Olympics extends his partnership with Atomic until 2030. At its core is a collaboration that goes far beyond the logo on his skis and extends to the development of his racing equipment.
When Lucas Pinheiro Braathen crossed the finish line in Bormio on February 14, 2026, he was standing on skis he himself had helped develop: a Redster model that had only been on the slopes for the first time a few weeks earlier. The gold medal in the giant slalom at Milano Cortina was the first ever Winter Olympic medal for an athlete from Brazil – and from all of South America. Six weeks later, he won the small crystal globe in the giant slalom and finished the 2025/26 World Cup season as runner-up overall. Now confirming Atomic and Pinheiro Braathen: The partnership, which began in 2019, will continue until 2030.
The 26-year-old isn't one to simply accept his equipment. During the 2023/24 season, in which he didn't compete in any World Cup races, he spent many days with Atomic's racing department in Altenmarkt, helping to develop new skis and boots. At Atomic, development never stops – and Pinheiro Braathen has been an integral part of this process ever since, working closely with the development team. "I don't just want to ski with the best skis and boots, I want to understand why they're the best. Through Atomic, I'm right where that's happening. That's one of the reasons why I'm staying," says Lucas Pinheiro Braathen.
In Altenmarkt, this input is highly valued. „Lucas gives feedback like an engineer and skis like an artist. Development never stops for us, and he's been part of it for years – right down to the skis he won gold on. This kind of input shapes what we develop, and not just for him,“ says Christian Höflehner, Global Race Manager Alpine at Atomic. With over a million followers across his channels, Pinheiro Braathen appeals to a generation that doesn't watch alpine skiing on television – fans who know him through fashion, music, and a cheer that has become his trademark: „Vamos dançar“ (Let's dance) – and his Olympic victory made headlines far beyond the winter sports media, from Brazil to every corner of the world.