How we made a simple flip-flop become “The Official Uniform of Brazilians".
In Tokyo 2020, the Brazilian delegation walked onto the Olympic stage wearing Havaianas, but as a non-sponsor, we couldn’t call attention to it directly. That’s where Galvão Bueno, Brazil’s legendary sportscaster, came in.
In a surprise ad break before the ceremony transmission, Galvão swapped his usual polished look for Havaianas, sparking a cultural moment that made Havaianas the most talked-about brand on Brazilian social media that day. By the time the athletes stepped out, every Brazilian already knew what they were wearing—without us saying a word.
4 years later in Paris, the campaign evolved to celebrate connection and inclusion. Led by Olympic champion Rebeca Andrade, it highlighted Havaianas’ journey to the global stage. Meanwhile, Sabrina Sato sparked buzz by arriving in Paris with 20 oversized suitcases, later revealed to be filled with Havaianas for the delegation. To top it off, we launched the first adaptive Havaianas, co-created with Paralympic athletes, through a bold campaign. The result? Havaianas became the second-most remembered brand of the Paris Games in Brazil.
R$30M in earned media
12.3K shares across social media
