Riachuelo, one of Brazil’s largest fashion brands, is launching a new chapter in its sports journey. Inspired by the powerful stories that move the country, the brand is expanding its sports platform by supporting athletes who represent talent and the future, as well as social projects that strengthen sports as a tool for inclusion, impact, and social transformation.
As a symbol of this new phase, Riachuelo introduces Olympic and World Surfing Champion Italo Ferreira as its new ambassador. A native of Rio Grande do Norte—just like the brand—Italo authentically embodies the essence of Riachuelo: resilience, courage, and the strength of those who transform their roots into power. This partnership goes beyond sponsorship—it is born from a deep alignment of values and a mutual commitment to creating opportunities and inspiring the nation.
Joining Italo in the Riachuelo squad are athletes representing skateboarding and gymnastics: Flávia Saraiva and Júlia Soares in artistic gymnastics, Brenda Moura in skateboarding and surfing, and Raicca Ventura in skateboarding—all rising stars with great potential for the Los Angeles 2028 Olympic Games. The brand also renews its partnership with Rebeca Andrade, first established in 2020, reinforcing its long-term support for stories that inspire Brazil.
With the conviction that sport is a powerful tool to amplify the country’s most inspiring stories, Riachuelo reaffirms its commitment to a Brazil it believes in.
"We are a Brazilian and Northeastern company that has been guided by the legacy of Nevaldo Rocha since its founding—believing in Brazil’s potential and generating opportunities for Brazilians. Sport reflects these values—it drives journeys and connects Brazil to its true potential. Seeing this connection represented by Italo, who’s from RN, and so many other inspiring athletes reaffirms our role in building possibilities for a better future," says André Farber, CEO of Riachuelo.
But the project goes beyond competitive arenas. Believing that sport begins at the grassroots and must also serve as a tool for inclusion and social transformation, Riachuelo is supporting impactful initiatives such as:
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Garotas do Mar, led by the Instituto Italo Ferreira, focused on training and empowering girls in Baía Formosa (RN);
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Swell, also based in Baía Formosa, dedicated to training young surfers;
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Jovens Olímpicos, a project that introduces public school students in Minas Gerais to street skateboarding;
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Instituto Sandro Dias, which uses skateboarding as a tool for human development;
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Brasileirinhos, created by former gymnast Daiane dos Santos, which promotes sports inclusion and training for girls in vulnerable situations.
This set of actions reinforces Riachuelo’s consistent, long-term commitment to Brazilian sports, positioning itself as one of the country’s leading platforms for connection with society and the future. Since its early days, the brand has supported various sports disciplines such as motor racing, women’s football, and volleyball, in addition to sponsoring the Brazilian Olympic Committee during the 2020–2024 cycle.
