Brazilian footwear brand Havaianas is launching a flip-flop-shaped island within Fortnite’s online video game. The brand joins a growing list of fashion and beauty brands looking to capture a slice of the $162 billion gaming industry.
The Havaianas Summer Island will feature a virtual selection of the brand’s products, which will be accessible to Fortnite’s 350 million players. The products will include the brand’s popular flip-flops inspired by various elements of the game, such as Unicorn Llama Pickaxe, which is one of the game’s most famous assets, as well as the Battle Bus, which players need to reach the Fortnite arena, Business of Fashion reported.
Havaianas’ move to partner with Fortnite follows a similar partnership between the gaming platform and sportswear giants Adidas and Nike, which offered exclusive products in Fortnite’s in-game shop in 2019. Puma is yet another player that has struck a deal with Fortnite under which Brazilian football player Neymar Jr would appear in the game, showcasing his latest collaboration with the brand.
It is not just the sportswear brands that are eyeing the gaming industry. Luxury retail brands such as Louis Vuitton, Valentino and Gucci have all stuck similar partnerships. Louis Vuitton designed prestige skins for League of Legends in 2019, while Gucci released dive watches for Fnatic. More recently, Valentino, Marc Jacobs and Anna Sui reportedly developed in-game looks for Animal Crossing in 2020.