Out of doors Style & Sport Developments 2025

In a completely different direction, Lucas Pinheiro Braathen, a Norwegian-Brazilian ski racer, is a breath of fresh air in the world of alpine skiing. With his unconventional style and creative approach, he is bringing a new, rebellious dynamic to the scene. The 24-year-old is passionate about fashion and music – and this is reflected in his appearance.

His partnerships with legendary ski brands such as Moncler™ and Atomic Ski™ show the growing connection between luxury and sport. But not everyone celebrates his style. In an interview with the French magazine L’Équipe™, he says that he is not criticized on social media for his sporting achievements, but for his “too feminine” or “eccentric” outfit.

These two stories show how challenging it can be for athletes to openly express their attitude. Their decisions have long had an impact that goes beyond pure competition – they are changing the image of skiing and inspiring a new generation.

At the same time, they raise important questions: How open is the sports business to diversity? How seriously is sustainability really taken? And finally, how can established brands take advantage of the growing connection between urban and sporty target groups?