Havaianas has named Intestine as its first world inventive company of report.
The three-month evaluation, run by consulting agency Scope, spanned greater than 40 companies throughout Europe, the U.S., and Asia.
“[The pitch process] was very thorough,” Rafael Souza, world model director for Havaianas, advised ADWEEK. “What made us gravitate in the direction of Intestine was the truth that they’re tremendous daring [and bring] these concepts that basically break the muddle. I gained’t outspend my world opponents, so I have to outpace them creatively—and that’s what Intestine does brilliantly.”
The appointment marks the Brazilian flip-flop model’s first consolidated world inventive partnership and indicators its ambition to broaden from a seasonal shoe right into a year-round life-style model. Previous to this appointment, Havaianas had relied on an area Brazilian company to execute each regional and infrequently world work.
Intestine Madrid will lead the account, with assist from Intestine Amsterdam and its broader community of 10 world workplaces. Intestine will lead technique and inventive growth for markets together with the U.S., U.Okay., France, Italy, the Philippines, Thailand, and Australia. The company’s remit additionally consists of world model technique, working in tandem with Havaianas’ São Paulo-based workforce. Havaianas’ Brazilian enterprise will proceed to be dealt with by AlmapBBDO.
Souza stated the choice to launch a world evaluation was pushed by a want to broaden Havaianas’ merchandise past Brazil.
“Though we have now world attain, there may be nonetheless a lot of alternative to speed up market share in worldwide markets,” he stated. “We crafted a world positioning that’s true to the Brazilian roots, however on the similar time, it feels very world. As soon as we had that, we stated, ‘Okay, we want a associate who can land this positioning and deploy it internationally.’”
For Carmen Rodriguez, Intestine’s world chief progress officer and associate, the model’s untapped life-style potential made it a compelling alternative. “I bear in mind the primary time we had been presenting Intestine and Havaianas collectively in a key visible, and it gave me chills,” Rodriguez advised ADWEEK. “You possibly can see the potential of taking this iconic Brazilian model, and turning it into a world life-style model.”
Rodriguez stated Intestine Madrid was chosen because the lead workplace attributable to its centrality throughout world time zones, however careworn that the company’s strategy can be decentralized and nimble. “We’re 0% paperwork, 100% agility,” she stated. “We now have folks from Amsterdam, the U.S., Asia—everyone seems to be supporting this. The best way the problem is put for [Havaianas] is identical problem for us. Their enterprise challenges at the moment are our enterprise challenges.”
Artistic growth is underway, however the first world marketing campaign is anticipated to launch throughout the second quarter of 2026 throughout the U.S., Europe, Asia, and Brazil. The model is aiming for quick world scale. “We don’t have the luxurious of growing too many toolkits or campaigns,” Souza stated. “We now have to make it work. We now have to get this globally proper.”
