Havaianas picks new global agency of record

Havaianas has named GUT as its global agency of record (AOR) following a competitive pitch, as the Brazilian footwear brand steps up efforts to evolve from flip-flop favourite to global lifestyle icon.

GUT Madrid will lead the business, working closely with GUT Amsterdam. On the leadership front, GUT Madrid’s chief creative officer Ramiro Rodriguez Gamallo will helm the creative direction, while GUT Europe managing director Eva Rausch will oversee business operations.

Known for its bold, culture-driven approach, GUT was chosen for its ability to help Havaianas expand its global footprint with creativity that connects across borders, cultures and platforms. The agency’s network of ten offices worldwide will also be tapped for market-specific insights and execution.

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The pitch was run by consultancy SCOPE alongside the Alpargatas team, with agencies from across Europe and the US in the mix. GUT’s appointment will see the agency leading creative duties across key markets in Europe, the US, and Asia. Brazil, the brand’s home ground, and other select markets will continue to be supported by local agency partners.

“We were looking for an agency partner who understands our brand’s deep Brazilian roots and shares our ambition to make Havaianas a truly global icon. We felt an instant chemistry with GUT, their collaborative spirit, diverse talent, and ability to blend global insights with local cultural relevance were exactly what we were looking for in a creative partner. We’re excited to see where this partnership takes us," said Maria Fernanda, global chief marketing officer at Havaianas.

In tandem, Carmen Rodriguez, global chief growth officer at GUT said, "We’re incredibly honored to be chosen as Havaianas’ global agency of record. As a Brazilian, this brand has been part of my life for as long as I can remember, its spirit, energy, and unmistakable place in Brazilian culture. As an agency, GUT couldn’t be more excited to partner with this iconic brand, to push boundaries, drive results, and solidify its place as a cultural icon on a global scale."

The appointment comes as the brand continues to explore fresh creative routes across markets. In the Philippines, Havaianas is extending its #BreakTheRush campaign, a call to slow down in a fast-paced world, with new visual storytelling that reframes the act of wearing flip-flops as a sensory escape.

Launched on Meta and TikTok, the latest work imagines a foot massage in the shape of the brand’s signature sole, positioning Havaianas as not just summer staples, but tools for comfort and calm.

“The visual highlights the soothing comfort of wearing Havaianas, likened to a gentle foot massage with every step,” the brand said in a release. While the execution is simple, its metaphor, comfort embedded in design, hits especially well in short-form formats where sensory clarity drives shareability.

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