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Formula One embraces spirit of Brazilian summers
A campaign to bring the spirit of Brazil to Formula One races around the world has kicked off with a partnership between Havaianas and Sahara Force India F1 Team.
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A campaign to bring the spirit of Brazil to Formula One races around the world has kicked off with a partnership between Havaianas and Sahara Force India F1 Team. (Havaianas/File)
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campaign to bring the spirit of Brazil to Formula One races around the world has kicked off with a partnership between Havaianas and Sahara Force India F1 Team. Havaianas, the "original flip-flop" brand hailing from Brazil, marked the launch of the partnership on March 23 on the opening weekend of the F1 2018 season in Australia.
The flip-flop brand’s deal with Force India will see vibrant on-car branding on the team’s Halo device, a cockpit safety device designed to protect the drivers.
The device is also a perfect place to fit the Havaianas logo, due to its similarity to the shape of flip-flop straps.
Although there have been many debates surrounding the halo add-on for Formula One cars, the device is a dead ringer for the straps of a flip-flop. Havaianas cleverly saw this as an opportunity.
“Together with Force India we have come up with an eye-catching design on the car’s halo, which was the logical place to place our logo,” said Márcio Utsch, CEO of Alpargatas, Havaianas.
Brazilians and fans of Havaianas took to the internet to comment on the similarities between the halo design and a flip-flop thong, starting conversations on Twitter and encouraging race teams to join forces with the flip-flop.
Read also: Formula One abolishes 'grid girls'
“At Havaianas, we pride ourselves on listening to the fans of our brand, and over the [past] few months we have seen more and more people associating our flip-flops with the new halo across social media,” Márcio Utsch added.
A post shared by Havaianas Australia (@havaianas_au) on
Havaianas has collaborated with a long and enviable list of energetic brands, such as Star Wars, Sony, Missoni and Disney. Now, the flip-flop brand will delight its fans by keeping the opinions of its consumers at the forefront of everything it does. (mut)
