2021 Ambassador

Why Hailey Bieber — Hailey Bieber (née Baldwin) is an American model and globally recognized style icon whose influence sits at the intersection of fashion and contemporary digital culture. With over 30 million followers at the time of the campaign (2021), she represented a highly engaged 18–24 audience—directly aligned with Superga’s ambition to expand into a younger, fashion-forward consumer base.

Her aesthetic is defined by an effortless, modern minimalism that blends streetwear and elevated essentials, making her a consistent reference point for global style audiences. She has been featured across leading fashion publications including Vogue, Harper’s Bazaar, Elle, and L’Officiel, and regularly appears in influential digital style platforms such as Who What Wear.

At the time of the campaign, Hailey was already established as a global fashion figure through editorial presence, runway exposure, and early brand collaborations, as well as her status as a widely referenced street-style icon. Her cultural relevance and credibility within the fashion ecosystem made her a strong fit for Superga’s objective to elevate its heritage positioning and connect with a younger global audience.

The Project — Superga’s 2021 global campaigns (Spring/Summer and Fall/Winter) centered on the idea of timeless style and effortless refinement, reinforcing the brand’s heritage while evolving its relevance for a new generation.

Hailey Bieber was appointed global ambassador, embodying the Superga attitude—relaxed, versatile, and inherently classic. The partnership reinforced Superga’s positioning as a “people’s shoe of Italy,” designed to transcend age, gender, and occasion.

A key objective of the campaign was to strengthen Superga’s appeal with a younger audience while maintaining its core identity rooted in authenticity and longevity. The brand’s century-long heritage of craftsmanship—using natural materials such as cotton and rubber—was subtly emphasized as part of its inherently sustainable DNA.

Across both seasonal executions, Hailey was styled in a mix of signature and contemporary silhouettes, including the iconic 2750, the platform 2790, and archival-inspired Alpina styles, alongside seasonal updates such as the 2630 and 2705. The creative direction placed these styles in elevated yet accessible lifestyle contexts, balancing studio minimalism (SS21, Pier 59 New York) with natural outdoor settings (FW21, Malibu coastline).

Shot by photographers Stevie Dance and Zoey Grossman and styled by Gabriella Karefa-Johnson, the campaigns were developed with an all-female creative team, bringing a refined editorial lens grounded in texture, movement, and authenticity.

Together, the campaigns strengthened Superga’s global visibility and repositioned the brand within a younger cultural landscape, leveraging Hailey Bieber’s influence as a modern style reference point.

My Role — I led the localization of the global campaign, adapting the creative direction and messaging to resonate with the Brazilian market while maintaining full alignment with international brand guidelines. The rollout extended across social media, website banners, email marketing, in-store communication, and PR materials, ensuring a cohesive launch across all customer touchpoints.

Results — The campaign successfully introduced Superga’s new global ambassador to the Brazilian market, reinforcing the brand’s positioning as a timeless and culturally relevant footwear label.

By localizing the campaign across digital and retail channels, the launch maintained consistency with the global creative direction while strengthening engagement and visibility among Brazilian consumers. The integrated rollout increased awareness of both heritage and new seasonal styles, supporting product discovery and contributing to a cohesive customer experience across all touchpoints.