Official fashion brand of Team Brazil and one of the sponsors of Brazilian Olympic Committee (COB), the Riachuelo intensifies the countdown to the Paris Olympic Games 2024 with the ‘Embroidered Pride on the Chest’ campaign. Developed in partnership with the agency W3hausthe initiative celebrates the official launch of the athletes’ uniforms and the 100 days until the games.
The campaign highlights pride and Brazilianness in Team Brasil’s uniforms, which mix elements of French and Brazilian fashion. The runway pieces include striped Breton-style t-shirts, A-line skirts inspired by the New Look and denim jackets with manual embroidery on the back representing animals from the Brazilian fauna, made by embroiderers from Timbaúbas dos Batistas.
“Uniting fashion and Brazilianness is one of Riachuelo’s purposes. Representing Brazil at such an important event, with references ranging from our Brazilian fauna to French catwalks, is a great achievement. There is no other word that defines this moment as well as “pride”. This is exactly the feeling we want to communicate with this campaign”, comments Cathyelle Schroeder, CMO at Riachuelo.
For this moment in the campaign, Riachuelo presents a special Fashion Film, captured overlooking one of Rio de Janeiro’s postcards and starring a squad of Olympic athletes, bringing fashion language and styling to Team Brasil’s travel and opening ceremony uniforms.
“More than a film, we celebrate the power of Brazilian fashion, which is always ready to parade around the world, to show that the national industry is prepared for the sustainable and technological future without leaving aside our country’s craftsmanship. All of this led by athletes who fill Brazil with pride and framed by the natural beauty of our country”, comments Marcelo Rosa, Executive Director of Creation and Content at W3haus.
The campaign pieces will be broadcast in online and offline media, with different strategies that include a team of influencers, actions with Olympic athletes and OOH advertising. The agency’s actions, which began in March, connecting the embroiderers’ work with Women’s Day, will continue to Paris, during the Olympic Games. During these months, several brand actions are planned that highlight Riachuelo’s concept and connection with the event.
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