Sociedade das Marcas Imortais, an initiative of the Alexandria Group, will have Kichute as the first revitalized brand
The Alexandria Group launches the ESG project “Sociedade das Marcas Imortais”, which will offer the work of revitalizing iconic brands of Brazilian culture that are inactive in the market or outdated.
The first brand to be rescued will be Kichute, an icon among generations of boys who, between the 70’s and 80’s, played soccer inspired by the football that led the country to be considered the best in the world in the sport. Recently licensed from Alpargatas by Justa Holding, the brand went out of circulation in the 1990s, a period in which the main international brands of football boots began to operate in the country.
“We believe that iconic brands have a role in society, and we want to put our expertise and experience at the service of maintaining and preserving icons of popular culture,” says Solange Ricoy, founding partner of Grupo Alexandria. “More recent trend mappings have pointed to an even stronger appreciation of vintage since the advent of the pandemic, a reflection of people’s subjective search for safe havens. Immortal brands, currently dormant in the market, but present in the minds and hearts of consumers, deserve a second chance”, completes the executive.
Formed by Alexandria branding consultancy, Pharus design office and Isla advertising agency network, the group will work on the integral rescue of the Kichute brand, offering the development of brand positioning and architecture, reviewing the logo, visual identity, guidelines product development and communication campaign creation.
“The intention is to relaunch the brand with a value proposition that lives up to its history and affective space for those who knew it, but updated with a contemporary storytelling capable of touching the hearts of new generations. Kichute deserves to be known by the boys and girls of today.”
“We are very happy to inaugurate the Sociedade das Marcas Imortais project, mainly because there is a mutual understanding between us and Alexandria about the value and affective memory that Kichute has for the Brazilian people, and the importance of valuing and preventing the forgetting of this brand. . It is very exciting to have this partnership with Alexandria, given its ability to truly extract the DNA of such a strong brand and bring it to the present”, declares Júlia Maringoni, co-founder of Justa Holding.
