House of Havaianas: “Break the Rush” London Takeover

Break the Rush

ALTER partnered with Havaianas to deliver “Break the Rush” - a three-day experiential activation designed to elevate the brand from a summer sandal to a style-led, culturally relevant fashion staple.

The event began with an exclusive VIP brunch for over 30 fashion influencers in Ely’s Yard, Shoreditch. Guests enjoyed Brazilian refreshments and live product personalisation, creating a dynamic and highly shareable experience. Influencer content rolled out early, building anticipation and social momentum ahead of the public opening.

To expand reach, ALTER secured a media partnership with Dazed. A full Instagram and TikTok takeover amplified the event to Gen Z audiences, while more than 100 members of the Dazed Club creative community attended in person.

Influencer marketing with fashion and lifestyle creators for Havaianas with Dazed

Influencer marketing with fashion and lifestyle creators for Havaianas with Dazed

Influencer marketing with fashion and lifestyle creators for Havaianas with Dazed

Editorial coverage on Dazed Digital helped frame the activation as a standout fashion moment.

Over the course of three days, the takeover attracted more than 2,700 visitors. DJ sets programmed by NTS Radio brought the atmosphere of Rio to East London, with ALTER managing talent and media coordination throughout to ensure seamless delivery.

What we achieved:

• 135+ pieces of organic influencer content

• 1.2M+ total reach

• £50,000+ earned PR value

• 30+ fashion influencers hosted

• 100+ Dazed creatives in attendance

This high-impact activation successfully repositioned Havaianas within the fashion and lifestyle space, connecting the brand with London’s creative community through a fully integrated, culturally resonant campaign.