Havaianas turns everyday moments into Brazilian vibes

Vinícius Júnior brings Brazilian flair to Havaianas campaign

Brazilian brand of flip-flop sandals Havaianas has launched a global campaign featuring Brazilian footballer Vinícius Júnior as the footwear brand looks to expand its international presence while reinforcing its Brazilian identity.

Created by GUT and GUT Design, the campaign centres on the idea that wearing Havaianas changes the mood and energy of everyday moments, positioning the brand as a symbol of comfort, self-expression and Brazilian culture.

Vinícius Júnior leads global campaign

The campaign highlights Vinícius Júnior’s role as both a global football figure and a representation of Brazilian style and personality. Known for his expressive playing style on the pitch, the athlete appears in the campaign stepping into a pair of Havaianas, with the footwear presented as an extension of Brazilian confidence and individuality beyond football.

The hero film features people from different professions and cities moving in rhythm to the soundtrack while wearing Havaianas, reinforcing the brand’s positioning as a lifestyle product rather than solely beach footwear.

The campaign also incorporates the company’s longstanding tagline, Original do Brasil desde 1962, connecting the global rollout to Havaianas’ heritage and origins.

GUT develops campaign around everyday transformation

According to GUT, the creative concept was designed to capture the feeling associated with changing from formal or functional footwear into flip-flops associated with relaxation and ease.

Ramiro Gamallo, CCO, GUT Madrid: “We wanted to express that unique feeling we all experience when we step out of our everyday shoes and into a pair of Havaianas. It doesn’t matter whether you wear dress shoes from 9 to 6 in an office, or football boots because you’re one of the biggest stars in the world. The feeling stays the same.”

The campaign includes a hero film, outdoor and print visuals, and short-form social content featuring Vinícius Júnior. Activity will run across digital, social and out-of-home channels globally.

Campaign supports international growth strategy

Havaianas said the campaign forms part of its broader international growth strategy as the company looks to strengthen brand recognition in markets outside Brazil while maintaining a strong connection to its cultural roots.

Mafe Albuquerque, Global Marketing VP, Havaianas: “As we continue to expand Havaianas globally, it’s important for us to do so in a way that stays true to our roots. Vinicius Jr brings that authenticity and worldwide appeal that helps us share the spirit of Brazil with audiences everywhere through a campaign that is expressive and unmistakable Havaianas. It’s been great partnering with GUT for this campaign, bringing a deep understanding of both Brazilian culture and how to translate that energy for a global audience.”

www.havaianas.com

www.gut.agency

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