Despite winning more medals than their Olympic counterparts, Brazilian Paralympic athletes remain largely unknown to the general public. Braskem, as the official sponsor of Brazilian Parathletes, is dedicated to rallying support for these athletes through social media and television coverage of the Paralympic Games.
To bring greater attention to these inspiring athletes, we proposed the creation of an Official Brazilian Paralympics Celebration, similar to the trademark celebrations of other sports celebrities. Marcos Abranches, the first choreographer with cerebral palsy, was invited to create the celebration that could be mimicked by anyone, with or without disabilities.
The celebration was shared by the Parathletes themselves, who invited everyone to participate. It quickly gained traction on social media, thanks in part to the support of some of Brazil's most influential personalities.
Ultimately, the celebration made its way to the podiums in Tokyo, where it was viewed by millions of people around the world. This initiative aimed to bring greater visibility and recognition to the incredible achievements of Brazilian Paralympic athletes.