REMA 1000 blir en del av familien!

The Luci Foundation is pleased to announce an exciting new partnership between alpine skier Lucas Braathen and the Norwegian retail chain REMA 1000. This collaboration aims to promote inclusion, diversity, and self-expression, values that are central to both Braathen and REMA 1000.

Lucas Braathen, who recently retired from the Norwegian alpine team to represent Brazil, expressed his commitment to fostering acceptance and inclusion within sports. "REMA 1000 has a core value of preventing exclusion and promoting diversity. My goal is to be an ambassador for creating breadth and acceptance for individuality in sports. This partnership is a natural fit," Braathen said during a press conference. 

The partnership marks Braathen's first sponsorship deal after his departure from the Norwegian Ski Federation. It includes support for Braathen's own Luci Foundation, which shares the mission of encouraging inclusivity and diversity.

This partnership is a natural fit
- Lucas Pinheiro Braathen

REMA 1000’s CEO, Ole Robert Reitan, praised Braathen, highlighting the company's dedication to supporting strong cultural and sports personalities. Reitan described REMA 1000 as an "inclusion machine," with a diverse workforce representing 95 nationalities across seven countries. 

Despite Braathen's switch to representing Brazil, REMA 1000's Head of Sponsorships, Vidar Riseth, emphasized the importance of role models like Braathen for young people. "With the values Lucas stands for, it’s important to bring him back to the sport. He can bring a lot of joy to the youth," Riseth stated.

For children and young people today, the most important thing is that they have role models.
- Vidar Riseth, Head of Sponsorship at REMA 1000

Braathen also addressed the challenges he has faced, including harassment over his identity, and stressed the ongoing need for greater acceptance and understanding in society. 

The Luci Foundation looks forward to the positive impact this partnership will have on promoting inclusivity in sports and beyond.