Benoit Richaud has become an unexpected sensation at the Milano-Cortina Winter Olympics, capturing social media attention with his rapid-fire wardrobe transformations.
The 38-year-old Frenchman, who ranks among figure skating's elite coaches, has been spotted swapping outerwear every few minutes throughout the competition.
His reason is simple yet endearing: Richaud trains an impressive 16 skaters representing 13 different countries, and he dons each nation's official jacket whenever one of his athletes takes to the ice.
Online viewers have affectionately nicknamed him the "jacket guy" as videos of his constant costume changes circulate widely.
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The coach, himself a former junior figure skater for France who transitioned to training after his competitive career stalled, has already celebrated success at these Games.
His roster of athletes spans an extraordinary geographical range, stretching from his home nation of France across multiple continents.
Within Europe, Richaud works with competitors from Germany, Georgia, Switzerland, Italy, Bulgaria and Estonia.
Benoit Richaud has become an unexpected sensation at the Milano-Cortina Winter Olympics, capturing social media attention with his rapid-fire wardrobe transformations
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His coaching portfolio extends well beyond the continent, however, encompassing skaters from both North American powerhouses – the United States and Canada – as well as Mexico.
The Asian contingent under his guidance includes representatives from Japan, South Korea and China.
This remarkable international spread means Richaud cycles through 13 distinct national jackets during competition, sometimes switching from one to another in rapid succession as his various athletes prepare for their performances.
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13 countries, 16 skaters, one choreographer. When you work at this level, your wardrobe has to keep up. Benoit Richaud: globalization on ice.
— Ramin Nasibov (@RaminNasibov) February 15, 2026
pic.twitter.com/Jb0cVFFxV0
Managing this logistical challenge requires careful planning and cooperation from Olympic officials.
Richaud told BBC Sounds: "It's an organisation, it's going to be fast. I usually put everything in the dressing room of the skater."
He acknowledged that storing his collection of national outerwear in athlete changing areas typically falls outside normal protocol.
"Usually, I'm not allowed. But they let me put some stuff in there. They are very friendly," he explained.
When dressing room storage proves impossible, Richaud relies on alternative arrangements.
"If not, we always have a team leader or the manager of the national team who keeps the jackets, and they give it to me," he added.
Benoit Richaud has shown his support for his athletes competing at the Winter Olympics
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The emotional demands of supporting so many competitors simultaneously have required Richaud to develop coping mechanisms over time.
He told The Athletic: "As soon as they step on the ice, I know they're going to make something magical and boom, I'm in their world already."
The coach described how watching his skaters perform allows him to rapidly shift his emotional focus.
"Having them in front of me makes me reconnect to what they are going to do and switch emotions quickly," he said.
Richaud admitted that managing such intense feelings was not always straightforward.
"A few years ago I wasn't used to this many conflicting emotions. I'd have a big moment and then go take a shower and start to cry without any reason," he revealed, adding that he has since adapted to handling these powerful experiences.