VIVAIA, an eco-friendly footwear brand, announced the appointment of Edelman Australia as its PR Agency of Record, following a highly competitive pitch process. This strategic partnership marks a significant milestone in VIVAIA’s expansion into the Australian market, aiming to amplify the brand’s commitment to sustainability and timeless design.

The collaboration will commence with the launch of a temporary pop-up store at Melbourne Central in August 2024. This pop-up will provide a preview of VIVAIA’s sustainable footwear collection, targeting eco-conscious consumers and fashion enthusiasts. The Melbourne event sets the stage for the highly anticipated opening of VIVAIA’s first flagship store in Sydney at the end of the year.

Edelman Australia will lead a comprehensive communications strategy to support these launches, focusing on maximizing earned media coverage and influencer marketing. The campaign will emphasize VIVAIA’s dedication to comfort, eco-friendly materials, and innovative fashion solutions.

This partnership aligns with VIVAIA’s broader global expansion strategy and reinforces its commitment to increasing brand visibility in key international markets. The brand has garnered attention worldwide for using recycled materials and environmentally friendly manufacturing processes, earning accolades from leading publications such as Vogue and Harper’s Bazaar.

Edelman Australia will leverage its extensive network to build brand awareness among Australian media and consumers in the months leading up to the Sydney store opening. The agency’s efforts will be pivotal in establishing VIVAIA’s presence in the competitive footwear market.