Brazilian flip-flops popular brand Havaians announced an licensing agreement with Epic Games, the operator of the electronic game Fortnite .
Havaianas launched a flip-flop-shaped island in the Fortnite game, and according to the agreement, 350 million players around the world of Fortnite can use the brand's virtual products.
Havaianas Summer Island features the brand’s famous flip-flops, and its prints are inspired by iconic elements in the game. Gamers can access the map through the game's Creative Mode.
At the same time, Havaianas launched the colorful Havaianas x Fortnite series flip-flops, priced at US$28 and is available in Havaianas' physical stores, official websites, etc. "We want to use part of the DNA of Havaianas shoes to bring a completely unique experience to the Fortnite world and celebrate the release of our new product," said Fefa Romano, the manufacturer of Havaianas and chief marketing officer of Alpargatas SA , which is controlled by Brazilian investment group J&F Investments.
Alpargatas, founded in 1907, is one of the largest shoemakers in Brazil. Havaianas, a flip-flop brand, was founded in 1962 and is named after the Portuguese "Hawaiians". The design was inspired by traditional Japanese straw sandals, originally made of cloth straps and straw soles, and later gradually changed to rubber.
Nowadays, more and more fashion and beauty brands are competing to join in for a share of the game industry worth $162 billion. Louis Vuitton and Balenciaga have also entered the gaming and e-sports fields.
In September 2019, French luxury brand Louis Vuitton and American game developer Riot Games announced that they would join forces to create a unique Trophy Travel Case for the champions of the League of Legends Global Finals to place the trophy awarded by the champion team - the Summoner Cup. (See: Link )
Last December, French luxury brand Balenciaga (Balenciaga) released its 2021 autumn series through a video game called "Afterworld: The Age of Tomorrow". (See the historical report of "Hualizhi" for details: . On November 6, Balenciaga will release the 2021 autumn series )
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