Havaianas, official sponsor of the Brazilian Paralympic Committee (CPB), continues one of its biggest actions of marketing of the year when announcing their team of para-athletes and influencer content creators for the Paris 2024 Paralympics. Before and during the competitions, the brand will run an integrated campaign that celebrates its Brazilian identity and reinforces its commitment to inclusion through the launch of a new sandal co-created with para-athletes and CPB. The product, a perennial in the brand’s portfolio in Brazil, has part of the sales donated to the committee.
Havaianas athlete squad. Raissa Machado (athletics), Thiago Paulino (athletics), Estephany Rodrigues (swimming), Paulo Salim (table tennis), Gabriel Araujo (swimming), Edênia Garcia (swimming). (photo_ getty images – Disclosure)
“We are very proud to be sponsoring the Brazilian Paralympic Committee for the second time. This time it is even more special, as we were able to co-create a more inclusive product with Paralympic athletes, which directly contributes to Paralympic sport in Brazil. And we also have an incredible squad that will be representing us at the Games and showing that Havaianas is truly the official uniform of all Brazilians,” says Maria Fernanda Albuquerque, Global VP of Marketing at Havaianas.
Squad of parathletes
The strategy of marketing Havaianas’ integrated campaign for the Paralympic Games involves a team of athletes, including Gabriel Araújo (swimming), Edênia Garcia (swimming), Esthefany Rodrigues (swimming), Raíssa Machado (athletics), Paulo Salmin (table tennis) and Thiago Paulino (athletics). They will share a series of content on their social networks and on Havaianas’ profiles, celebrating their participation in the Paralympics and showing behind-the-scenes curiosities during the competition.
Last Friday (23), Havaianas released an exciting film starring CPB para-athletes, including the brand’s entire squad. The film highlights the new, more inclusive product, co-created with CPB, and reinforces its positioning as a democratic brand, which serves diverse audiences, and is considered the official uniform of all Brazilians.
Partnership with influencer
To complete the team, the influencer Paola Antonini will take over the brand’s social media accounts during the games, bringing summaries of the best moments of the Brazilian delegation and creating fun content with the para-athletes. Paola’s first take over on Havaianas’ Instagram to comment on the Games will debut this Monday, September 2.
The agencies that led the campaign are DOJO, responsible for creating the concept, films, visual identity used globally and selection and management of athletes, GALERIA.ag, in charge of digital strategy, CRM and marketing of influence, including the selection of influencer Paola Antonini; Almap, which takes care of the media offline; Ágora, in charge of the global PR strategy, and LEMA, responsible for PR in Brazil.
Havaianas Flip Flops Paralympic Committee
The new flip-flop model was developed in partnership with CPB and para-athletes and can be found at e-commerce and in Havaianas stores in Brazil. Designed to meet a variety of needs, the product features an injected rubber sole, soft fabrics, rear adjustment and other special features. In addition, 7% of sales will be donated to the Brazilian Paralympic Committee, contributing to the development of Paralympic sports in the country. For more details, visit e-commerce by brand.
