São Paulo— Sports lifestyle brand Rider has unveiled its first-ever collaboration with global soccer icon Ronaldinho Gaúcho, bringing together design, street culture, and irreverence in a collection titled Rider + R10.

Framed under the narrative “Whoever has history on their feet lives the ride they want,” the collab pays tribute to Ronaldinho’s charisma and cultural influence beyond the pitch. Known for his magic touch and ever-present smile, the Brazilian legend has built a persona that transcends football, flowing naturally into music, fashion, and lifestyle.

The debut lineup highlights three key models:

• Rider R Power + R10 – Available in black and white, featuring Ronaldinho’s signature, Rider’s exclusive R Charger cushioning, and breathable straps for extra comfort.
• Rider + R10 Slide – Enhanced with Ronaldinho’s silhouette pin, nickname detailing, and signature branding.
• Rider R1 Prime + R10 – A classic flip-flop reimagined with graphics and phrases inspired by Ronaldinho’s career.

The collaboration was made possible through Fama Licensing, led by brand licensing veteran Fabiano Veronezi, in partnership with Planet Sport, Ronaldinho’s management firm directed by his brother Roberto de Assis. Together, they structured the project to maximize both cultural and commercial impact.

“This project was born from an authentic cultural connection between Rider and Ronaldinho, represented across lifestyle, music, fashion, creativity, and irreverence,” said Alexandre Reis, Rider’s Brand and Communications Manager.

Ronaldinho echoed the sentiment: “It’s an immense joy to be part of this collab with Rider. I grew up watching the brand’s iconic ads with my idols, and now being a partner feels like a dream. This collection translates my story, my swing, and my lifestyle.”

The launch campaign blends Ronaldinho’s iconic moments with urban culture, including a fashion film shot in downtown São Paulo featuring trap artist Yunk Vino, a longtime Rider collaborator and member of Ronaldinho’s “Tropa do Bruxo” collective.

The Rider + R10 collection will hit the market this September, with prices in Brazil ranging from R$49.99 to R$229.90 — roughly USD $9 to $42 — available on Rider’s e-commerce, at Rider Spaces Copan, and through major retail partners across the country.