Force India is taking cool to a new level this season by fitting a flip-flop to its Formula One cars. That is a part of a new partnership with the original flip-flop brand, Havaianas. No longer will fans see a halo, but the strap of Havaianas’ iconic footwear.
“We are delighted to bring Havaianas into Formula One. Where better than the halo to carry the famous Havaianas logo? It’s a savvy move by this loved Brazilian brand, which will bring a touch of the beach to the paddock throughout the season. We have always been an adventurous team with our marketing efforts. And after introducing the pink livery in 2017, we hope this partnership will appeal to all fun-loving Formula One fans in 2018”, said Force India’s COO Otmar Szafnauer.
Force India fits a flip-flop to its cars as part of a new partnership with the original flip-flop brand Havaianas
Márcio Utsch, CEO of Alpargatas (the makers of Havaianas) added:
“This is huge news for Havaianas. We want to bring our fun and cool vibe to Formula One. The opportunity presented by Force India really grabbed our attention. At Havaianas, we pride ourselves on listening to the fans of our brand. And over the last few months, we have seen more and more people associating our flip-flops with the new halo across social media. Together with Force India, we have come up with an eye-catching design on the car’s halo. [It] was the logical place to locate our flip-flop strap. We are looking forward to engaging with F1 fans at races around the world throughout the year.”
The Havaianas flip-flop branding will appear at selected races throughout the year. That starts from this weekend’s Australian Grand prix. It will also be present at several European races and most significantly at the Brazilian Grand prix in São Paulo – the home of Alpargatas, the parent company of Havaianas.
— Sahara Force India (@ForceIndiaF1) March 22, 2018