Pinheiro Episode 1: Soul | with @PINHEIIRO

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Presenting Pinheiro, a portrait of the modern skier and part of Atomic’s vision for the future of ski racing. Soul is part one of a four part series profiling Lucas Pinheiro Braathen, the sport’s most exciting character. A celebration of skiing and our tribute to a time when skiers were rockstars and skied with their hair loose… “Honor the different, different is cool…”

ATOMIC WAS BORN IN THE AUSTRIAN ALPS.
MORE THAN 60 YEARS ON WE’RE STILL HERE.

Since 1955, the equipment we’ve made in Altenmarkt has taken skiers to the top of every ski podium, further in the backcountry, smoother down the piste, higher in the half pipe and longer on the cross-country track.

The secret to our success? The know-how and passion of our employees and athletes. Skiing’s in our blood. It doesn’t just shape how we design and deliver our products. It inspires and defines us.

It always has and always will.
#weareskiing
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Lucas, thank you - for some reason the last 5 minutes made me really emotional. What a fantastic role model you are - I wish I were that free to be me.

tina
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thank you wonderful soul for being here in this time and also in this sport - the world needs Inspiration from such free spirits and great hearts💗

brigittepetruzzi
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Lucas I’m proud to be ur mom. Keep loving and sharing ur heart to people. ❤

alessandraevans
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Lucas is an inspiring human being and great athlete

cariciasparavivir
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This just made my day! Such a humble guy and a rolemodel in a young age! All the best for the season! You will be amazing on and off the hill

yunga.ibabyichbingodfella
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Lucas, there are some things we have in common: skiing (I'm a ski racing coach); a creative mind (misunderstood and judged by many for being myself); association with Atomic (for me, MANY years now). I've been following your career for about 3 years. Inspirational for sure!

skohalpin
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Excited to watch Lucas and see his effect on others. Ski racing needs him.

davidsamuels
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Lucas you are such an inspiration and a model for the new generation of skiers ! Thank you for that and for making us dreamt ! It is so good to see that the new gen is also present in ski

prunelejeune
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You‘re amazing! Love your creativity and your skiing. Truly a rolemodel

annahaselsteiner
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One of the most amazing people, so proud of him :)

arandomthing
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You can learn so much from the younger. It's fantastic! Great character, great video!

ernestspicoli
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🙏... That's great ...and you are amazing ❣Respect Mr. Braathen...❣ STAY AS YOU ARE and all the best for you / your family / your Team🙏❣🍀

angelikakonen
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...keep being the best you Lucas! (oh and Atomic folks...I still have my ARC RS Red Sleds)

evaodland
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One of the most amazing people, so proud of him :)

arandomthing
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