Marca nacional de moda urbana, streetwear brasileiro. CAJÁ NEW BALANCE 740 Project Details Project The launch of the CAJÁ brand's Carnival Drop went beyond the collection's pieces: it featured a special touch - crochet flowers, in a process of personalization and activation of the new New Balance 740 model. The action was featured in major fashion and lifestyle outlets, and was accompanied by carefully curated seeding, involving names relevant to both CAJÁ and New Balance. The PR plan included reference pages in the segment, such as HYPEBEASTBR, NOTTHESAMO and HYLENTINO. Responsibilities Strategy, Brand Partnership Management, Seeding. Year 2019 CAJÁ NEW BALANCE 740 Links Articles: Hypebeast Hylentino Notthesamo Bernardo Freire / Júlia Razuk Photos:

Meu portfólio de projetos abrange diversas frentes, desde Marketing, Produto e Negócios, demonstrando minha capacidade de desenvolver estratégias assertivas e um posicionamento diferenciado, garantindo visibilidade e engajamento eficiente com o seu público-alvo. Além disso, contemplo o desenvolvimento de produtos, parcerias estratégicas e colaborações exclusivas, elevando a sua marca a novos patamares de crescimento e reconhecimento. Uriel Caetano Marketing - Product - Business Email Document My story With more than 12 years of career, I have built a solid portfolio working with renowned brands and prominent professionals in the Fashion, Music, Sports and Culture sectors. My experience includes working in Marketing for large campaigns in different segments. My work involves cultural mapping for brand positioning through communities, collaborative projects and creative strategies with influencers, athletes and media partners. I worked on developing new businesses, helping brands and clients with projects in physical and digital environments, on commercial and relationship fronts, in addition to managing businesses and strategic accounts as Key Account Manager. I specialize in product development and formulating strategies for launch and activation. This journey provided me with in-depth knowledge and essential skills for effective and innovative action in the market. Professional Journey Highlight This is your Team section. It's a great place to introduce your team and talk about what makes it special, such as your culture and work philosophy. Don't be afraid to illustrate personality and character to help users connect with your team. A little bit of my journey 2021-2024 VANS Strategic Brand Energy Consultant. Management of the main strategic energy accounts and brand positioning, in the fashion, sneaker and skate categories. Creating new business opportunities on several fronts, such as opening new accounts, activating and executing marketing campaigns, 360° management of the brand's 'Pinnacle' channel, from 'Account Plan' and 'Business account', product assortment (merchandising ) planning the segmentation base and collaborations, budget control, adaptations of guides and global campaigns, financial management of partners, together with the brand. 2016-2021 PUMA SPORTS Manager and Special Projects - Life style Category (Sportstyle/Select) Responsible for managing the results of all main Fashion and Life Style accounts in Brazil for the brand. Opening and strategy of new business partners for the channel. Reports and Insights on trends, innovations and strategy throughout the collection assembly process. Responsible for curating and selecting products, collaborations and their sales destinations. Increased market share for the brand in Brazilian accounts. Preparation and construction of the service plan for the main accounts in an external showroom *(outside the corporate environment), creating stories and generating greater Sell In results in pre-sales. Creation and preparation of the entire calendar of launches and campaigns for energy products by collection and client for other areas, activation at events, construction of marketing campaigns, mapping and sending seeds to influencers and brand partners. 2016-2016 UNILEVER Digital Marketing Assistant. Creation of social media actions on various digital platforms, monitoring the performance of campaigns with performance in e-commerce or with the company's media partners, managing data and metrics, preparing reports on exceptional results and also managing the brand's campaign calendar. 2014-2016 Sales Assistant Carrying out sales and commercial approach, assistance in managing the operation, ensuring not only the sale, but also carrying out after-sales work, providing all necessary assistance and contributing to the positive experience of customers. Managed and ensured the success of events and experiences carried out for clients. Relationship with the main international and national brands, suppliers of sportswear in the life style segment. GUADALUPE STORE 2012-2014 Communication and Marketing. Creation and development of the store in all processes, leasing, layout development until its opening, responsible for marketing actions, creation of content on social media, e-mail marketing, planning and attracting partners and brands for collaborations, events and development of products. Responsible for the purchasing process of collections such as clothing and footwear, assistance in midas campaigns in Google Adwords, Facebook Ads and Google Analytics reports. URBAN SHOP 2010-2012 Commercial Operation Manager - DTC Store. Management and supervision of all the Brand's DTC (Direct to Consumer) stores in São Paulo, from the outlet chain to flagships. Ensuring results and achievement of sales and organization goals and brand guidance. REEBOK SPORTS 2008-2010 Administrative Assistant - Apprentice Internal work, in the financing and insurance division, together with the bank's lawyers, I assist in preparing reports and documents, entering processes into the system and serving the public. PANAMERICAN BANK Training and Certificates 2023-2023 Fashion Business Management British School of Creative Arts and Technology - Extension 2022-2022 Executive Training in Branding Fundação Getulio Vargas - Extension 2014-2017 Communication and Marketing University Center of the United Metropolitan Colleges - Bachelor's Degree 2016-2016 Sales planning Senai Brazil - Extension 2016-2016 Trade Marketing Senac Brasil - Extension 2014-2014 Visual Merchandising Senac Brasil - Extension 2010-2014 Graphic Design of Product Anhembi Morumbi - Bachelor's Degree 2013-2013 Photo Shop CS6 Impacta Tecnologia - Extension “The world knows me as someone who puts a lot of time and hard work into my game, and through it all, I've come to realize that you have to find the joys that make the journey worth it.” -Serena Williams Contact me via: EMAIL Email LINKEDIN SUMMARY Document INSTAGRAM

Tênis em parceria entre a Vans e NK Store personalizados pela marca À LA GARÇONNE. VANS NK STORE À LA GARÇONNE Project Details Project Valentine's Day Celebration: Launch of the "Ciao Amore" campaign by NK Store. Creative collaboration: Curation of the NK Store and artistic intervention by the À La Garçonne brand. Exclusive shoes: Vans Authentic Red and Vans Old Skool White models with custom designs. Responsibilities Commercial, Project management by Vans, product selection and curation. Year 2024 NK Store developed a special campaign to celebrate Valentine's Day, called "Ciao Amore - Gift Guide". For this action, I led the Vans part of the project, selecting two classic Vans models, the Authentic Red and the Old Skool White White, and together with the other partner brand À La Garçonne, which can develop your artistic interventions signature, the famous ropes applied to the uppers. Together with the NK Store and À La Garçonne branding, which were highlighted on the tongue of the shoes, creating a limited and exclusive edition for this commemorative date. Links Articles: NK STORE 1 NK STORE 2 NK STORE 3 À LA GARÇONNE 1 À LA GARÇONNE 2

Desenvolvimento e estrategia para Campanha anual da PUMA para o lançamento dos produtos Puma Rider. CAMPAIGN PUMA RIDER Project Details Project Development project for the annual PUMA Campaign, focusing on Music, Art and Fashion, aiming to launch the new PUMA RIDER product franchise. This project covers the mapping of strategic communities, youth culture and a launch and activation plan with micro and large influencers, in addition to working together with partner media to boost the brand's journey. Despite the challenges imposed by the 2020 pandemic, we demonstrated our resilience and adaptability, seeking new ways to engage our audience, reflecting the great success of these launches throughout the year, reflected in a great sell-out of sales. Responsibilities Marketing Strategies, Community Mapping, Product Restatement Work for Today. Year 2020 FUTRO - FUTURE/RETRO With the aim of telling the entire legacy of the PUMA Rider product family, a product franchise that was born more precisely in 1977, and which would be the brand's main model for the next few years, we put together a plan thinking about the legacy and history of the products and how to translate it for the present day and for new generations, with this I developed a plan through a product journey, through its different model variations, starting with the Puma Style until arriving at the Future Rider, work developed with specific communities from "Sneakerheads", media partners from different audiences, musicians and also creatives from multiple areas, in addition to a strategic plan very well thinking about the way and places where they would be sold and activated. On this journey, one of the biggest challenges was adapting much of the content and activations due to the Covid-19 pandemic. SNEAKERSBR We have a partnership with sneakersBR, a media outlet specializing in sneakers, which plays an important role in the local market by communicating with the target audience we seek, rescuing the history and heritage of the products, showing new versions and inspirations. behind the releases, through content, articles and detailed analyzes (unboxing reviews) for each new release. sneakersBR establishes itself as a reliable partner and an effective communication channel to generate reputation and engagement with an audience that understands and likes sneakers. PUMA STYLE RIDER We joined the SneakersBR team and developed a series of digital content with the aim of providing consumers with more details about each launch. For each new release, we create "on feet" and unboxing review videos, allowing our audience to closely follow the details and experience of these new models. The PUMA RIDER family has a fascinating legacy that deserves to be explored. Its history reveals a link between the past and the present, through the movement created by the brand called FUTRO (Future/Retro). Through the SBR LISTA framework, we can deepen this content and reach both sneaker culture enthusiasts and those who appreciate the rich narratives behind the products. SBR LISTS: PUMA RIDER During the challenging period of the pandemic, it was necessary to adapt and rethink formats in our journey. In this context, the traditional unboxing reviews model was reconfigured in order to offer a new form of display, but allowing us to continue our product journey, in addition to an amplification of the campaign, which included the participation of the protagonist Bruna Marquezine, who contributed to the dissemination of this release. PUMA STYLE RIDER All Videos Play Video Play Video 11:40 SNEAKERSBR - PUMA STYLE RIDER "RIDE ON" E esse foi é só o primeiro capítulo dessa história de junção entre o passado e o presente/futuro da PUMA. Foi na década de 1980 que a PUMA começou a produzir um dos tênis de corrida mais importantes da sua trajetória no esporte, o FAST RIDER, que até hoje calça os pés de alguns fãs de retro runners. No decorrer dessas quase quatro décadas, o DNA do FAST RIDER se espalhou pela marca e foi recentemente usado para originar mais algumas silhuetas da marca, como o STYLE RIDER, O design traz elementos de seu antecessor, mas já nasce para o domínio das ruas, com cabedal de camurça e náilon ripstop. A colorway de estreia é a “RIDE ON”, criada a partir da combinação de branco, preto, roxo, azul, verde e vermelho. Play Video Play Video 10:26 SNEAKERSBR - PUMA STYLE RIDER "PLAY ON" Neste segundo capítulo, apresentamos a versão Play On, que traz o clássico solado em borracha natural, com entressola branca, detalhes em vermelho, verde e branco, finalizando o cabedal em tons de azul e lingueta branca. Lançados nos anos 80, o Easy Rider, Fast Rider e Track Rider surgiram como uma solução com design irreverente e inovador para corredores urbanos. Os tênis se destacavam pelas cores, leveza nos materiais e um solado com pequenos cravos cilíndricos que proporcionavam maior tração. Hoje, mais de 40 anos após o lançamento dos originais, a PUMA traz o melhor de cada um dos três modelos reunido nessa nova silhueta: o Puma Style Rider - "Play On". Play Video Play Video 02:36 SNEAKERSBR - HISTÓRIA PUMA RIDER Neste terceiro capítulo, retornamos no tempo e resgatamos a história do surgimento da família PUMA RIDER. Apresentamos alguns dos modelos de nossos arquivos que serviram como referência para contar essa história, viajando no tempo através do DNA esportivo e tecnológico da época, até chegarmos aos modelos casuais, revivendo o acervo da marca por meio dessas novas versões da Família Rider. KICK STORY To enrich and add more characters to the story, as a big fan of Kick Story’s work, I was able to involve them in our project. This way, we were able to present an authentic narrative, allowing them to tell stories through their sneakers. We invited a few creatives to contribute their perspectives and incorporate their personalities into our journey. We invited Julia Costa, Thiago Miyamura and Olivia Lang. NOTTHESAMO We joined NOTTHESAMO, which is a media and fashion, art and urban culture platform, globally and locally, to translate the story of PUMA RIDER in a unique, simple and local way. Through two perspectives and paintings from NOTTHESAMO, 'Por Trás do Corre', we invited Julia Razuk and Derek to show a little about their experience, routines and their relationships with art and music through two interviews produced on video. And "To keep an eye on", where we present names in the local scene and movement who have great talent in their areas of activity, whether with music, art or fashion, we bring to the lens Teiu DJ and music producer and the creative and model Pietra Abreu . In addition to producing interviews, we developed a shooting with each of the local creatives. BACO EXU DO BLUES Giving voice to the campaign, with music being one of the campaign pillars, we developed some content with the artist and musician Baco Exu do Blues for the product launch journey, taking advantage of his presentation at the 2020 Summer Festival. BRUNA MARQUEZINE Expanding the reach in the last stage of the journey, we have the production of high-impact content with actress and model Bruna Marquezine. More than simply adapting the campaign, the team had to adjust to the 2020 pandemic, imposing profound transformations on various aspects of life. This required the campaign's communication and launch strategy to be rethought, resulting in the re-evaluation of all content produced at the beginning of the year, as all of it had already changed or was in the process of changing. With this collective thought, we recount this part of the journey. Through the thought of "change begins when we move". In the video, Bruna was invited to relive the moments of the trip and say how she feels when watching the new campaign video, recorded in New York in March 2020, with the campaign being executed in June 2020. SBR MAGAZINE #15 Construction of an editorial with SneakersBR, for the magazine's 15th edition , telling the past and present of footwear, material produced in digital and printed media distributed free of charge in some points such as sneaker stores, we also carried out high seeding with product + magazine. Links Articles: Video Campaign Puma Facebook Video Campaign Puma Instagram Video Campaign Bruna M arquezine Bruna Marquezine Publication 1 Bruna Marquezine Publication 2 Puma Publication Bruna Marquezine 1 Puma Publication Bruna Marquezine 2 Puma Publication Baco Exu do Blues Glamour Brasil Notthesamo Julia Razuk Notthesamo Derek Revista Sneakersbr Nº 15 The List Brasil Exame

Campanha de lançamento da colaboração entre KidSuper e a Puma, desenvolvida 100% no Brasil com participação de atletas do club de futebol Sociedade Esportiva Palmeiras. PUMA KIDSUPER PALMEIRAS Project Details Project Global Campaign, 100% developed in Brazil, for collaboration between the brands PUMA x KidSuper Studios, campaign carried out with the participation of athletes William Bigode , Gabriel Veron , Weverton and Renan , from the Sociedade Esportiva Palmeiras professional football team, a club also sponsored by PUMA. Responsibilities Campaign Strategy, Development and Production. Year 2021 The KidSuper Studios brand, led by creative Colm Dillane, has a strong connection with Brazil and a deep interest in local football. We had already planned that the collection would be officially launched in the first quarter of 2021 in partnership with PUMA and KidSuper. We learned of Colm's desire to carry out the entire launch campaign for the next collection in Brazil, since it already had inspirations and references related to football. Considering that Colm is an admirer of Palmeiras, a team that is also sponsored by PUMA and that had just won the Copa Libertadores da América tournament. I, together with the team, developed a campaign uniting professional athletes from the club and also brand assets, with the aim of showcasing the collection's sporting lifestyle. However, the process was not without its challenges. The production and shooting of the campaign took place in December 2020, a period still marked by some restrictions due to the pandemic. Campaign post on Instagram: @KidSuper Publication Campaign video on Instagram: @KidSuper "From Brasil to the world" Publication post on - Vogue Italia e Hypebeast FASHION & SPORT We seek to demonstrate the ability of sport to influence fashion and transcend its traditional borders, to seek to merge universes where fashion always ends up present, but never in the spotlight. We use elements such as stands, lawns and benches on the field, expanding horizons and challenging conventional perceptions, translating and making notable the intervention of sport in a true way in the campaign, just like the evidence of the partnership between the Palmeiras club in the campaign, leaving genuine in such a way that the references of the collection were clear. Campaign produced during the pandemic flexibility period, however with restrictions. LIFE STYLE With the aim of maximizing the representation of products in relaxed environments and clearly through athletes, leaving the campaign with sport references, but in a practical way for any consumer anywhere in the world to easily understand, incorporate and materialize the ideas expressed by Colm in the collection in a relaxed environment, so full of emotion for those who follow the world of football, mixing art, sport and fashion and, at the same time, making athletes comfortable with the moment. PROFESSIONAL ATHLETES We count sports fashion with real athletes, bringing the athlete to an environment other than the competitive environment of the pitch, fashion has become a powerful means of expression capable of reflecting the personality of those who use it, thus leaving the campaign even Colm's inspirations were more real, the campaign featured athletes sponsored by PUMA, William Bigode, Gabriel Veron, Weverton and Renan. By bringing in athletes, the campaign is able to convey greater authenticity. Instead of portraying only professional models, we chose to tell the story of those who experience the sport every day, allowing the public to establish a deeper connection with the collection. By being portrayed in a real way and in unusual contexts. Links Articles: KidSuper KidSuper Video Puma Hypebeast Vogue Italia Soccerbible Life After Football Sneakersbr Poppin Photos: Styling: Lucas Borges

Lançamento da colaboração entre a marca Vans e a marca Japonesa Mastermind. VANS MASTERMIND WOLD GUADALUPE Project Details Project Launch of the collection between Vans and the Japanese brand Mastermind, under the Vault by Vans division. To celebrate this launch, we prepared a unique experience, combining gastronomic and musical elements. The proposal was to offer guests a complete immersion in the collection's products, providing a sensorial experience that highlights the essence of the collaboration between the two brands. At an exclusive dinner for influencers and media partners, where guests were able to be the first to have contact with the collection, in addition to the production of exclusive items as part of the experience to surprise and delight, mixing the style and quality characteristic of Vans and of Mastermind together with local partner, Guadalupe Store. Responsibilities Strategic launch plan, project creation, choice of commercial partner, customer management, guest mailing, approval Year 2023 To celebrate the exclusive launch of the Vans x Mastermind collection in Brazil. I mapped out the launch with one of Vans' key commercial and energy accounts to create a sensory experience involving food, fashion and music. Purpose of generating energy, through a unique experience in a customized environment, full of friends, media partners, people connected to Guadalupe and Vans. Much more than a mailing list of guests, we looked for people who were connected to the launch of the collection, with the Vans brand or with Guadalupe, thinking not only about the reach we would create, but with influential people in their communities or circles, whether small or large, but who were connected to art, fashion and music. With the aim of following as closely as possible the Japanese DNA of Mastermind and its elements presented in this collection with Vans, we prepared a dinner at a Japanese restaurant in the city of São Paulo, setting up the place to not only accommodate the guests, but for the place to truly be a physical branch of the collection, As the guests are the first to come into contact with the collection, we prepared a space for them to interact with the products, clothing, accessories and footwear. To celebrate the exclusive launch of the Vans x Mastermind collection in Brazil. I mapped out the launch with one of Vans' key commercial and energy accounts to create a sensory experience involving food, fashion and music. Purpose of generating energy, through a unique experience in a customized environment, full of friends, media partners, people connected to Guadalupe and Vans. We wanted to not only give guests pieces from the collection as gifts, but also to allow them to take elements of that night back to their homes. Inspired by the campaign's mood, we developed personalized room diffusers, delivered in a wooden box with the logos of the brands involved, a pair of chopsticks also bearing the inscriptions of the latitude and longitude of Guadeloupe and Vans markings. We also expanded the launch the following day into a physical Guide Shop experience and ambiance, for customers who went to the Guadalupe store, in the Bom Retiro neighborhood, on the day the collection was launched. Links Articles: Guadalupe Publication FFW Sneakersbr Sneakersmobproject

“Que analise maravilhosa e prazerosa leitura, Uriel. Não vejo a hora do próximo texto." Tamie, Vans DEPOIMENTOS "Ótima análise, Uriel! Ansiosa para ver mais conteúdos seus por aqui." Dani Xavier, Hylentino “Excelente texto, muito da hora a forma como você organiza as ideias.” Rafael Santos, On Running “Que analise maravilhosa e prazerosa leitura, Uriel. Não vejo a hora do próximo texto." Tamie, Vans DEPOIMENTOS "Ótima análise, Uriel! Ansiosa para ver mais conteúdos seus por aqui." Dani Xavier, Hylentino “Excelente texto, muito da hora a forma como você organiza as ideias.” Rafael Santos, On Running @URIELCAETANO • ON • SUBSTACK • NEWSLETTER •

Tênis Puma Palmeiras Roma em homenagem aos titulos nacionais do club. PUMA PALMEIRAS ROMA 1968 Project Details Project Development of the Puma Roma tennis franchise locally, the footwear silhouette had had several signatures with other European clubs such as Manchester City, among others, the opportunity arose to tell this story with Club Esportivo Palmeiras, which honors and celebrates the achievements of 10 Brazilian Championships, three Brazilian Cups and a Champions Cup won by the club. Responsibilities Active participation in the development stages and cultural insights and customization of the footwear, I was also able to contribute to the creation of the product launch and production strategy. Year 2019 PALMEIRAS ROME 1968 ROME 1968 ROME 1968 ROME 1968 The Sociedade Esportiva Palmeiras club has proudly rooted its origins in Italy, a connection that we rescued for this shoe. The "Roma" product franchise emerged in 1968. This tribute was inspired by the Italian national team winning the European title that same year. The history of the "Roma" franchise is, therefore, much more than a simple homage. It represents the celebration of a shared cultural identity, where Palmeiras' victories intersect with the sporting legacy of Italian football. When we remember this journey of achievements, we honor not only Palmeiras' achievements, but also the legacy and tradition of the Roma model. Over the years, Palmeiras has stood out as one of the biggest clubs in Brazilian football, a story of determination, passion and pride that is intertwined with the 10 national titles won. The Puma Roma Palmeiras Footwear has a suede upper and Formstripe (brand branding) in leather, with green details, sanded EVA midsole and rubber outsole. The customized insole also features the club's colors and badge. The back features illustrations of the 14 trophies won up to 2018, in addition to the club's emblem on the front. More than two thousand pairs were sold. The sneaker, which in its first version paid homage to the Italian national team, champions of the 1968 European Championship, now celebrates Palmeiras' national titles: 10 Brazilian Championship trophies, three Copa do Brasil trophies, in addition to winning the 2000 Champions Cup. Links Articles: Sports Machine Uol Palmeiras Online SneakersBR

Projeto de lançamento da colaboração entre Puma e a Diamond, com execução de uma Pop Up na Galeria do Rock em São Paulo em parceria com a YOUR ID. PUMA DIAMOND YOUR ID - POP UP STORE Project Details Project Development of the launch of the collaboration between PUMA and the American brand Diamond Supply Co, construction of the collaboration activation plan, uniting the brands' energy with a carefully structured plan, seeking to take advantage of opportunities and synergy between the brands to provide a memorable experience to consumers in our target audience. I created a fundraising plan for this execution and, in this context, the sneakers and streetwear network YOUR ID was the local partner for us to carry out this action, promoting this launch in the central region of São Paulo, more precisely in the rock gallery, one of the locations most emblematic of Brazilian urban culture, extremely representative of skateboarding and lifestyle culture. Responsibilities Commercial, Business Management, Project Construction. Launch strategy. Year 2018 PUMA DIAMOND YOUR ID The collaboration between PUMA and Diamond, renowned brands in the sports and skateboarding market, was told in an authentic and genuine way through a capsule collection that includes clothing, accessories and sneakers. I mapped business opportunities for PUMA, resulting in a partnership with YOUR ID, a streetwear retail chain. The launch of the collection took place at Galeria do Rock, with the opening of a Pop Up Store that was available for a month, allowing products to be sold strategically and efficiently. This collaboration was marked by the richness of São Paulo's urban culture and the influence of street fashion between the brands. The work done for the collaboration between Diamond and Puma aimed to bring energy to the launch, even considering Diamond as a brand with roots in skateboarding. It was essential that we tell the story from Puma's point of view, highlighting its DNA from the sport's street culture. In this project, I sought to establish a strategic partnership between Puma and its commercial partner to generate new business and reach qualified consumers. To implement this initiative, we implemented effective strategies, such as a communication plan and the construction of a pop-up store in an important commercial location on the YOUR ID network. The removal of seeds at the activation location, the presence of influencers and an activation at the busy Galeria do Rock, in São Paulo, were key elements for this launch, which resulted in a great success both commercially and as a wellness brand. Links Articles: YOURID

Marca nacional de moda urbana, streetwear brasileiro. PUMA CACETE CO. SPFW47 - FASHION SHOW Project Details Project Puma, a renowned brand, has fashion and Sportsstyle in its DNA, one of its main categories. Its goal is to bring the sports legacy to the fashion industry, forming partnerships with new creatives and independent brands around the world. In this project, through Puma, I connected with local creatives and designers Thiago Carvalho and Raphael Ribeiro from the brand Cacete.Co, to support the show of the 47th edition of São Paulo Fashion Week. This collaboration allowed the use of Puma CELL footwear models, a product line widely used in partnerships and campaign projects throughout that year. Responsibilities Campaign Strategy, Production, Community, Commercial Management, Seeding. Year 2019 CACETE CO PUMA SPORTSTYLE SPFW N47 SÃO PAULO FASHION WEEK WORK DONE IN PARTNERSHIP WITH THE BRAND CACETE CO FOR ITS SHOW AT SAO PAULO FASHION WEEK N47 In 2018, I contacted Tiago Carvalho, one of the owners of 'Cacete Company', where I had the privilege, together with Puma, of supporting the brand's fashion show for the 47th edition of São Paulo Fashion Week. All the shoes presented on the catwalk underwent interventions that reflected the aesthetics of the collection, whose theme was "Fogueira Tecno Neoxamanica". During SP19, our most successful franchise was the "Puma Cell" line, shoes with visible technology that, in addition to the brand's legacy, served as a platform for collaborations globally, the sneakers integrated perfectly with the Cacete Co. collection. Links Articles: Full Fashion Show SPFW47 FFW Zé Takahashi / Ag. Fotosite Photos:

Lançamento da colaboração entre a Puma e a Fubu For Us By Us no festival Lollapalooza com o musico e rapper Mano Brown. PUMA MANO BROWN FUBU - FOR US BY US Project Details Project Activation and launch plan for the collaboration between Puma and Fubu, I led the store curation and business management, developing the activation plan for the collaboration with asset to create an energy and wellness brand. Responsibilities Campaign Strategy, Production, Community, Commercial Management, Seeding. Year 2018 In celebration of 50 years of the Puma Suede icon, Puma presents a limited capsule collection in partnership with the American brand FUBU (for us by us). This collaboration was a tribute to the representative and influential legacy of black culture, fundamental to the development of streetwear, with great reference and inspiration from Hip-Hop. The collection was activated and launched in Brazil with the special participation of Mano Brown, brand ambassador, During his Boogie Naipe album tour, I carried out the campaign activation and mapping process to coincide with Lollapalooza, the biggest music festival in the country. Link: Full Show. Mano Brown, one of the greatest references and personalities in Brazilian musical culture and Hip-Hop, is a worthy name for activating and translating collaboration in our market. During the second day of the Lollapalooza festival, the musician performed all dressed up in pieces from the collection that could be seen from afar on the festival's big screen. The entire presentation was organically published in several outlets, further helping to boost the launch. Links Articles: G1 Globo Folha Rollingstone UOL Sneakersbr Marcelo Brandt Ricardo Matsukawa Photos:

Projeto da colaboração entre a marca Vans em parceria com a Pace do Felipe Matayoshi, sobe a divisão Sole Hunter. VANS PACE SOLE HUNTER Project Details Project Local development plan based on brand energy, reuse of materials and business generation. Aligned with Vans' roots in handmade footwear, with the expertise, knowledge and talent of Felipe Matayoshi, founder of PACE . We structured a partnership that began with a teaser of the project in December 2021, through the launch of Sole Hunter, a division focused on the reuse of PACE materials. We reached the moment of creating two silhouettes, the Vans Authentic and Vans Old Skool, which incorporated elements of reuse of materials in their uppers, in addition to the 'shark' sole patented by Sole Hunter. With a business plan, we expanded the partnership to players such as Farfetch , Iguatemi 365 and the largest shoe resale event locally, Sold Out. Responsibilities Commercial, Curated by the artist, Construction of the Project, Strategy, Communications, Campaign Production. Year 2022 SOLE HUNTER BY PACE Sole Hunter is an upcycling and sneaker customization project created by Felipe Matayoshi and powered by Pace . Started in 2018 and launched to the market at the end of 2021 during PACE's POP-UP Shop, where I started conversations with Felipe and presented this project to Vans, we soon demonstrated to the market how the Sole Hunter would work, in a small event, Link video . (Final period of Covid restrictions). The event had some guests such as content creators, media specialized in 'sneakers' as well as fashion pages such as GQ Brasil which held a live broadcast. Based on the use of raw materials remaining from the footwear industry, where we reused these materials, applying soles patented by PACE to sneakers and making leather accessories from leftovers. The project consists of giving new life to new or used classic sneakers. The materials used in the applications are leftovers from past productions, while the leather accessories are reused from the footwear industry, including Pace. VANS x PACE by Sole Hunter FRONTS 1 UPCYCLYNG Through the Sole Hunter division of the Pace brand, the reinvention of Vans classics with an Upcycling project reaffirms the commitment to sustainability and innovation. The Sole Hunter division exemplifies its dedication to reusing materials by breathing new life into two iconic Vans models using reclaimed materials. By incorporating these materials into the reinterpretation and construction of classic footwear, Pace demonstrates its ability to combine timeless aesthetics with responsible practices. 2 ENERGY OF BRANDS Vans, an iconic brand in the world of skateboarding and fashion, constantly seeks to preserve its historical legacy, combining its artisanal roots and the heritage of Californian production with the creativity and talent of Felipe Matayoshi, designer at Pace. This harmonious fusion between tradition and innovation results in classic models that evoke the essence of the brand, while incorporating a personal and current touch. The result is a collection that celebrates the past, honors the history of Vans and earns the appreciation of admirers and enthusiasts. 3 BUSINESS One of the business pillars I mapped out was to expand the brand presence of Vans into partners and markets that have not been explored by the company. Through the partnership with Pace, we were able to execute sales across three distinct channels, including two major luxury e-commerce platforms, Iguatemi365 and Farfetch, as well as participation in a pop-up store at the iconic Sold Out event, the largest sneaker resale gathering. This diversification of distribution channels highlighted Vans' ability to reach new target audiences and enhance its presence in new markets. SKETCH POP UP STORE - SOLD OUT PACE POP-UP STORE, located in São Paulo, at the biggest resale event in the country, Sold Out . With a space dedicated to selling products in partnership with Vans. In a customized environment, designed to offer customers a shopping experience, visitors could explore a selection of materials, a variety of shoe soles in a creative process up to the construction of the collaboration shoes, being able to not only purchase exclusive items, but also enjoy a creative journey. Organic promotion in the main sneaker media in the world, Instagram: @Hypebeastbr & @Hypebeastkicks . PACE VANS More than 200 pairs sold between PACE website, Farfeatch , Iguatemi 365 , and pop up at the Sold Out event. SK8-HIGH ! Widget Didn’t Load Check your internet and refresh this page. If that doesn’t work, contact us. AUTHENTIC ! Widget Didn’t Load Check your internet and refresh this page. If that doesn’t work, contact us. Links Articles: Pace SoldOut Pop Up Store Hypebeast SneakersBR Counterculture