SERVICE: PRESS OFFICE
SETTORE: LIFESTYLE

MISSION
Strengthen Lucas Pinheiro Braathen’s media positioning in Italy in the lead-up to Milano Cortina 2026, highlighting not only his sporting achievements but also the distinctive identity, cultural background and contemporary vision that make him one of the most compelling figures in alpine skiing.

The objective was to broaden his relevance beyond the sports conversation, positioning him at the intersection of sport, lifestyle and culture and introducing his story to a wider Italian audience

STRATEGY
SZ Studio managed the press office and media relations for Lucas Pinheiro Braathen around Milano Cortina 2026, developing an editorial narrative capable of bringing together his athletic career, Brazilian-Norwegian identity and highly recognizable personality.

The PR strategy focused on targeted media outreach across sports, lifestyle and culture publications, creating opportunities for interviews, profiles and editorial features that explored both his performance on the slopes and the personal story behind the athlete.

By highlighting themes such as identity, reinvention, style and ambition, SZ Studio contributed to building a multidimensional media presence around Lucas, strengthening his visibility in the Italian market during one of the most relevant moments of his sporting career