Havaianas has named Intestine as its first world inventive company of report.
The three-month evaluate, 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 must 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 alerts its ambition to broaden from a seasonal shoe right into a year-round way of life model. Previous to this appointment, Havaianas had relied on an area Brazilian company to execute each regional and sometimes world work.
Intestine Madrid will lead the account, with help from Intestine Amsterdam and its broader community of 10 world workplaces. Intestine will lead technique and artistic improvement 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 worldwide evaluate was pushed by a need to broaden Havaianas’ merchandise past Brazil.
“Though we have now world attain, there may be nonetheless a number of alternative to speed up market share in worldwide markets,” he stated. “We crafted a worldwide positioning that’s true to the Brazilian roots, however on the identical time, it feels very world. As soon as we had that, we stated, ‘Okay, we want a companion who can land this positioning and deploy it internationally.’”
For Carmen Rodriguez, Intestine’s world chief progress officer and companion, the model’s untapped way of life potential made it a compelling alternative. “I keep in mind the primary time we have been presenting Intestine and Havaianas collectively in a key visible, and it gave me chills,” Rodriguez advised ADWEEK. “You’ll be able to see the potential of taking this iconic Brazilian model, and turning it into a worldwide way of life model.”
Rodriguez stated Intestine Madrid was chosen because the lead workplace as a consequence of its centrality throughout world time zones, however careworn that the company’s method could be decentralized and nimble. “We’re 0% forms, 100% agility,” she stated. “Now we have folks from Amsterdam, the U.S., Asia—everyone seems to be supporting this. The best way the problem is put for [Havaianas] is similar problem for us. Their enterprise challenges are actually our enterprise challenges.”
Inventive improvement is underway, however the first world marketing campaign is anticipated to launch in the course of the second quarter of 2026 throughout the U.S., Europe, Asia, and Brazil. The model is aiming for instant world scale. “We don’t have the luxurious of growing too many toolkits or campaigns,” Souza stated. “Now we have to make it work. Now we have to get this globally proper.”
