Go, go, go! Havaianas accelerates summer vibes with Sahara Force India F1® Team

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Go, go, go! Havaianas accelerates summer vibes with Sahara Force India F1® Team

Havaianas is proud to announce its fun and cool new partnership

The ‘original flip-flop’ brand continues its mission of spreading the joy of Brazilian summer with a surprise sponsorship of Sahara Force India F1®Team.

Born out of social listening, the deal with Force India will see vibrant on-car branding on the team’s Halo device – designed to be a protection for the drivers and a perfect place to fit the Havaianas logo due to the similarity to the shape of flip-flop straps!

Inside and outside of the Paddock, there have been many debates surrounding the halo add-on for Formula One cars. But there is one thing that everyone has agreed on: the halo is a dead ringer for the straps of a flip-flop! And what could be more synonymous for flip-flops than Havaianas?

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Photo: James Moy

“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.” says Márcio Utsch, CEO of Alpargatas, Havaianas.

Brazilians, fans of Havaianas, and the world 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 ‘original flip-flop’.

Fortunately, Havaianas was listening and the ‘love brand of Brazil’ took action. Surprising its consumers by answering their humorous request, and taking the opportunity to infuse their colourful and energetic attitude with Force India F1 Team

“At Havaianas, we pride ourselves on listening to the fans of our brand and over the few months we have seen more and more people associating our flips-flops with the new Halo across social media.” Márcio Utsch adds.

Havaianas is always excited about summer because for this youthful, fun-loving brand, it’s more than just a season. Summertime is when everything becomes more colourful, warmer and happier; and it’s this fun factor that the ‘original flip-flop’ wants to introduce into Formula One fans.

“This is huge news for Havaianas. We want to bring our fun and cool vibe to Formula One and the opportunity presented by the Force India team really grabbed our attention.” says Utsch.

And the feeling is definitely mutual: “We are delighted to bring Havaianas into Formula One. Where better than the halo to carry the famous Havaianas logo? It’s a savvy move by this loved Brazilian brand, which will bring a touch of the beach to the paddock throughout the season. We have always been an adventurous team with our marketing efforts, and after introducing the pink livery in 2017 we hope this partnership will appeal to all fun-loving F1 fans in 2018.” Havaianas’ collabs are a long and enviable list of cool, energetic brands like Star Wars, Sony, Missoni and Disney. Today, the iconic flip-flop brand aims to surprise and delight its fans (and the world!) with unprecedented partnerships and by keeping the opinions of its consumers at the forefront of everything it does.

March 23rd (opening weekend of the 2018 season in Australia) will mark the launch of the partnership, which will continue for several races during the nine-month Formula One season.

“We are looking forward to engaging with Formula One fans at races around the world throughout the year, so stay tuned for some exciting developments.” enthuses Alpargatas’ Utsch.

So, Formula One lovers and flip-flop fans can look forward to catching a glimpse of the playful partnership at many of the exhilarating races to come in the months ahead!

Photos: James Moy