Havaianas has unveiled a new global campaign reflecting the “spirit of Brazil”.

The campaign is fronted Real Madrid player Vinicius Junior and “connects the athlete with the creativity, energy and rituals that define Brazilian culture”.

The brand said: “Globally recognized for his authenticity, confidence, charisma, and unmistakable “molho brasileiro” both on and off the field, Vini Jr. appears as a natural extension of the movement proposed by Havaianas. ”

It aims to highlight the culture surrounding football in Brazil which includes painted streets, music, colourful flags and the “ability to turn any moment into a celebration”.

The campaign will feature digital content, activations, immersive experiences and creative projects.

As part of the campaign, the brand will also be collaborating with brands that help to expand the conversation around contemporary culture in Brazil, such as Pará-based firm Pink Boto.

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