Grendene is a company with a strong stance on sustainability and, as a reinforcement, Rider launched a collection re-creating past models based on best practices for people, the environment and the world.

In addition to the R4 collection with the four re-created iconic models of the brand: flip-flop, slide, papete and next, the launch was part of Rider's Sustainable Innovation Program, which also brought other important developments.

R4 COLLECTION

REDUCE. REUSE. RECYCLE.

RE-CREATE THE FUTURE.

REDUZIR. REUTILIZAR. RECICLAR.

RE-CRIAR O FUTURO.

(PT)

The launch and communication journey had the goal of consolidating Rider's positioning as a lifestyle brand that, with today's attitudes, can recreate a better possibility for the future, which has all shoes manufactured from an eco-efficient production, with fair, with less environmental impact and without any component of animal origin.

FUTURE MAKERS

Rider R4 is a collection made to rethink and recreate the future in a collective and sustainable way. Therefore, we invited four names from the creative fashion industry to share processes and inspire new practices, with the mediation of Russo Passapusso.

Guests: Gustavo Silvestre, Ronaldo Silvestre, Lucas Verissimo and Lara Azevedo.

LAUNCH

Reinforcing the idea of ​​sustainable design that seeks the lowest environmental impact and meets the needs of current and future generations, the collection was launched with an official show at Brazil Immersive Fashion Week - the first Latino immersive fashion community - in digital and virtual format, with 3D model features featuring the sandals.

The 3D video presented at the show was developed by a team made up of designers such as Bruno Zambelli, Tiago Scaff, Raul Cavalcanti, Fernando Bersanetti, Ivo Deymon and Lucas Matheus Lemos. The show's presenter was actress and activist Bruna Linzmeyer, invited especially for her focus on sustainability and calling herself an "inventor of the future".

PR

Fashion Network : Rider lança linha de calçados de menor impacto ambiental da história da marca

Sneakers BR : Rider R4: Ícones Recriados Com Impacto Reduzido

WSneakersBR : A Coleção Rider R4 Recria A Sustentabilidade Com Quatro Modelos

ELA/O Globo : Desfile 3D de coleção sustentável aponta para novo rumo da moda

UOL : Chinelo ícone dos anos 80 lança versão reciclável e foge do perfil "tiozão"

CICLO VIVO : Rider lança coleção com o menor impacto ambiental da marca

Metropoles : Rider anuncia Programa R4 com linha de calçados repaginados e veganos

MY CONTRIBUTION

Concept

Copywriting

CONTRIBUTORS

Creative direction and strategy: Lara Azevedo e Amnah Asad

Agency: NOIX.co

Year: 2020