A Chilli Beans, the largest network specialized in sunglasses in Latin America, announces its entry into the sports territory with actions designed in this segment. In addition to a specific collection on the theme, inspired by urban sports, the brand will be the official sponsor of gymnast Babi Domingos and boxer Keno Marley, confirmed for the Paris Olympics in 2024.
The models in the collection Street Sports were developed to combine performance and comfort with a hype and sporty feel. For this, they used vibrant colors in different materials, formats and functionalities. Among the highlights are frames that have carabiners applied and others with holes to make the lens more breathable, showing the influence of utilitarianism, in addition to rubber tips for better fixation on the face.
For the campaign, the House Chilli Beans created a special court with floor, walls and obstacles with bright and contrasting colors to practice the modalities simultaneously. Instead of models, the casting was formed by athletes from the sports that inspired the collection: in parkour, Agnes Rumi, in breakdance, Branco MadKilla, skater Fernanda Rosa and Leandro Moraes, professional athlete of the National Basketball League. “The protagonists were very comfortable in their universe, it was a great celebration of street sport. We are increasingly looking for this truth in our campaigns”, says José Caporrino, creative director at House Chilli Beans.
The novelty represents the first step of the brand in relation to the sports theme. “I am fascinated by sports and I am happy to see that, with each competition, modalities that were not so well known before are gaining more relevance. This has everything to do with the Chilli Beans universe and I couldn’t choose any other theme for this campaign other than street sports”, comments Caito Maia, CEO and founder of Chilli Beans.
As a way to delve even deeper into the sporting environment, the Chilli Beans becomes the official sponsor of boxing runner-up Keno Marley and gymnast Barbara Domingos, silver medalist at the Pan American Games in Lima. “It is very important for us to have the support of a giant like Chilli Beans, who really believe in and value all the causes they are committed to. It will certainly make all the difference in our trajectory”, says Keno.
The collection Street Sports It consists of 29 pieces, including sunglasses, prescription and multi frames – which come with a dark lens that can be attached to prescription glasses, bringing practicality – and 3 types of watches. The price range starts at R$ 259.98 and the line will be available on the website, physical stores and kiosks throughout the national territory from July 12th.
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