A seemingly harmless New Year's message from Brazil's most iconic footwear brand, Havaianas, has plunged the company into a political inferno. Prominent right-wing figures are calling for a national boycott of the beloved flip-flops, turning a cultural symbol into the latest flashpoint in the nation's bitter ideological war.

The controversy demonstrates the treacherous landscape global brands must navigate in politically polarized societies—a lesson with sharp relevance for Kenyan companies. At the heart of the storm is a television advert where celebrated actress Fernanda Torres wishes Brazilians not to start 2026 "on the right foot," but with "both feet." To supporters of jailed former president Jair Bolsonaro, this was no mere wordplay; it was a direct political jab ahead of the next presidential election.

A War of Words Over Footwear

The backlash was swift and severe. Eduardo Bolsonaro, a former lawmaker and son of the far-right ex-president, posted a video to his social media followers showing him throwing his own pair of Havaianas—adorned with the Brazilian flag—into a rubbish bin. "Havaianas used to be a national symbol... but I'm sorry, I'm going to throw these flip-flops in the trash," he declared, accusing the brand of aligning with the left.

The financial consequences were immediate. Alpargatas, the publicly traded parent company of Havaianas, saw its market value plummet by an estimated R$154 million (approx. KES 3.85 billion) in a single day of trading following the uproar. This incident serves as a stark reminder that in today's market, brand identity and consumer perception can directly influence investor confidence.

The actress at the center of the ad, Fernanda Torres, is a celebrated figure in Brazil. She is the lead in the film "Ainda Estou Aqui" ("I'm Still Here"), which made history by winning the Oscar for Best International Feature Film earlier this year, a first for the country.

The Bigger Picture: A Nation Divided

This flip-flop feud is a microcosm of the profound political schism in Brazil. It pits supporters of the current left-wing government against the nationalist, conservative movement of Jair Bolsonaro. Bolsonaro himself is a deeply divisive figure; in September 2025, he was convicted by the Supreme Federal Court for attempting to stage a coup after his 2022 election defeat and was sentenced to 27 years in prison. He began serving his sentence in November after being arrested for tampering with his ankle monitor.

For a brand like Havaianas, which built its global empire on an image of carefree, universal appeal, being caught in this crossfire is a corporate nightmare. The company, which sells over 200 million pairs of sandals globally each year and was sold in 2017 for $1.1 billion (approx. KES 143 billion), has so far remained silent on the controversy.

While Havaianas are a common sight on Kenyan streets, sold through various online retailers, the boycott's true lesson for the local market is strategic. It highlights the growing risk for brands, whether in Nairobi or São Paulo, of being perceived as taking a side, intentionally or not. As political identities become more entrenched, the line between marketing and political statement is becoming dangerously thin.

Left-wing politicians have denounced the boycott, warning that it threatens the jobs of thousands of Brazilians employed by the company. The episode leaves brands everywhere with a difficult question: in a world of deep divisions, is it possible to be for everyone, or must every company eventually choose a side?