This document provides an overview of the Brazilian sandal brand Havaianas. It discusses the brand's history, positioning, and marketing strategies over time. Originally, Havaianas sandals were sold to all socioeconomic classes in Brazil and seen as practical footwear. However, in the 1990s the brand began targeting a more youthful demographic and associating the sandals with the Brazilian lifestyle and identity. Today, Havaianas has over 80 models and is seen as a fashionable brand both in Brazil and internationally, having launched in New York and Paris. The document highlights some of Havaianas' marketing campaigns and videos portraying the brand as colorful, customized, and for everybody.