Vini Jr. takes Brazilian Flair to the World

Iconic Brazilian brand, Havaianas has unveiled a new global campaign partnering with its National Team football icon Vinícius Júnior, designed to bring the brand’s iconic spirit to audiences worldwide.

Developed in partnership with global creative agency GUT and GUT Design, the campaign is rooted in the simple idea that putting on a pair of Havaianas flip flops sparks an instant shift in mood, transforming everyday moments into something more expressive and joyful.

At the heart of the campaign is the core belief that Havaianas are more than just flip-flops, bringing an attitude and energy deeply rooted in Brazilian culture, and reinforced through the brand’s long standing sign-off: “Original do Brasil desde 1962.”

As one of the world’s most recognisable footballers, Vinícius Júnior plays a central role in bringing that spirit to an international audience. Known for his expressive footwork in his football boots, Vinícius is the living embodiment of the Brazilian flair that defines Havaianas. In the campaign, he’s seen stepping into the pair of Havaianas, which instantly gives him that energy and unmistakably Brazilian flair that extends beyond football.

“When you wear Havaianas, you step into a feeling” is the sentiment brought to life in the hero film, which shows Havaianas as far more than just beach footwear. Business professionals, hotel concierges, and people from a range of backgrounds and cities across the world are featured moving in step to the infectious rhythm of the soundtrack. The campaign showcases how the brand is positioned as a universal symbol of comfort, ease and self-expression for people from all walks of life.

Vinícius’ charisma and unmistakable flair make him a natural fit for Havaianas, designed to showcase the confidence and individuality at the heart of Havaianas. In doing so, the campaign reframes Havaianas from everyday footwear into a symbol of self-expression and unapologetic confidence.

It marks the next step in Havaianas’ global growth strategy, building international relevance while staying true to the brand’s Brazilian heritage.

Launching across digital, social and OOH, the campaign includes a hero film, key visuals for print and outdoor and a series of short-form social films featuring Vinícius Júnior.

Ramiro Gamallo, CCO from GUT Madrid said: “We wanted to express that unique feeling we all experience when we step out of our everyday shoes and into a pair of Havaianas. It doesn’t matter whether you wear dress shoes from 9 to 6 in an office, or football boots because you’re one of the biggest stars in the world. The feeling stays the same.”

Mafe Albuquerque, Global Marketing VP from Havaianas said: “As we continue to expand Havaianas globally, it’s important for us to do so in a way that stays true to our roots. Vinicius Jr brings that authenticity and worldwide appeal that helps us share the spirit of Brazil with audiences everywhere through a campaign that is expressive and unmistakable Havaianas. It’s been great partnering with GUT for this campaign, bringing a deep understanding of both Brazilian culture and how to translate that energy for a global audience.”