Ipanema has tapped Latina pop culture icon Shakira as its new global brand ambassador.
According to the Brazilian footwear brand, Shakira will make her debut as an ambassador next year when she serves as the face of Ipanema’s spring/summer 2024 Sempre Nova Collection campaign. The partnership is expected to run through the end of 2024.
“I’m happy to announce this partnership and join forces with Ipanema, in a campaign that seeks to highlight female journeys and carries an important message for all women to place value on every step they take both towards themselves and their dreams,” Shakira said in a statement.
Kate Minner, chief marketing officer of Ipanema’s parent company Grendene Global Brands, added in a statement that she is “thrilled” to welcome Shakira on board as the global ambassador for Ipanema Sempre Nova.
“This collection, recently launched worldwide, resonates with people from diverse backgrounds, just like Shakira does through her music and humanitarian endeavors. She personifies the positive strength that both she and Ipanema radiate,” the executive said.
Ipanema’s upcoming Sempre Nova collection, which translates as “Always New,” showcases five distinct styles available in adult, children, and baby sizes, including flip-flop sandals, flat sandals, slides, as well as flat and platform sandals. The company noted in a statement that each design is a “fusion of fashion and trend, embracing the spirit of the modern woman.”
This news comes after Ipanema sandals announced its return to the U.S. market with a new wholesale and retail strategy earlier this year.
After a three-year hiatus, the relaunch in the U.S. started in-stores in April with the spring/summer 2023 collection of sandals, slides and flip flops, followed by the debut of a new e-commerce website.
Ipanema’s re-entry into the U.S. was made possible by the new joint venture the flip-flop company’s parent brand embarked on at the end of 2021.
At the time of the deal, Brazilian sandal giant Grendene formed a joint venture with independent investment company 3G Radar to accelerate growth for its portfolio of footwear brands.
The new entity, called Grendene Global Brands, draws on 3G Radar’s business management expertise and Grendene’s manufacturing capabilities to handle the production and operations of eight brands: Melissa and Mini Melissa, Ipanema, Rider, Cartago, Zaxy, Grendha and Pega Forte.
