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Havaianas reforça apoio ao Movimento Paralímpico em Tóquio
Além da parceria com o CPB e o anúncio do lançamento de um calçado especial adaptado, co-criado com os paratletas brasileiros, a marca monta squad com atletas do time de natação focados na criação de conteúdo.
Após brilhar em Tóquio ao lado do Comitê Olímpico do Brasil (COB), Havaianas segue caminhando em direção às transformações positivas impulsionadas pelos esportes, agora com o Comitê Paralímpico Brasileiro (CPB). Com lançamento previsto para 2022, a marca está desenvolvendo um calçado especial adaptado, co-criado com os paratletas brasileiros, com 7% da renda líquida revertida para o CPB.
“A nossa relação com os comitês começou pelo CPB. Fazer esse produto é um desafio e uma honra para nós. Havaianas tem muito orgulho de apoiar os paratletas Brasileiros em Tóquio. Em breve, teremos um produto ainda mais democrático no mercado e isso nos enche de orgulho”, afirma Fernanda Romano, CMO de Alpargatas. O lançamento estará à venda nos canais de venda da marca, nas lojas físicas, pontos de venda e Digital Flagship Store.
Para os jogos, os atletas receberam produtos exclusivos Havaianas, como sandálias, mochilas e street bag, além de Espadrilles como opção de calçado fechado para atender as necessidades de todos os atletas. Para os cadeirantes, Havaianas convidou Edênia Garcia, paratleta de natação, para contribuir no desenvolvimento de uma necessaire especial, adaptada para o encaixe na cadeira de rodas.
“Poder cocriar com Havaianas foi algo inovador! Eu acredito que as pessoas com deficiência são chave fundamental no processo de criação de produtos feitos para nós. Me senti incluída nesse processo desde o início! A bolsa ficou funcional e linda!”, afirma Edênia Garcia.
Além da co-criação, Edênia e outros três paratletas da natação: Maria Carolina Santiago, Gabriel Geraldo e Rony Cordeiro, que representarão o Brasil nas piscinas de Tóquio, também serão parceiros de conteúdo para as redes sociais.
Com a falta de público presencial, a cobertura nas redes sociais ganhou uma proporção ainda maior. Para isso, a marca investirá em ações nas redes sociais, principalmente no Twitter, além de parcerias com influencers. “A ideia é continuarmos a conversa iniciada em julho, que foi um sucesso.
Por isso, quem quiser acompanhar os atletas e ficar por dentro dos jogos, pode ficar de olho nas redes sociais de Havaianas. Faremos uma cobertura de tudo o que está rolando em Tóquio, com muito bom humor”, completa Fefa Romano, CMO de Alpargatas.
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