Cariuma – a Brazilian B-Corp sneaker brand – has just participated at its first Sole DXB Festival, as the eco-conscious footwear company plants new roots in the region.
B-Corp companies meet strict standards for social and environmental responsibility, transparency, and accountability, verified by B Lab.
The activation, which saw product familiarisation sessions, live art installations, competitions and skatepark demos from local ambassador skaters, has now been slated as Cariuma’s debut to the region.
The booth, inspired by it’s commitment to skate culture and sustainability, featured real plants and bamboo to symbolize the brand’s reforestation initiative.
Inside, visitors explored a range of lifestyle and skate shoe models, guided by the on-site team. Cariuma believes in the power of caring, viewing it as a cool catalyst for positive change in the world.
The spotlight was on the newly launched IBI, the first-ever sneaker crafted from Bamboo and RPET.
This sustainable approach extended to various other sneakers showcased and worn by skate athletes in the Skatepark by Vice x Cariuma.
The skatepark adjacent to the booth transformed into a vibrant playground for local Cariuma athletes, featuring talents like Josh Bell, Don Bascon, Carlos Santiago, and Vincent Solimar.
Leveraging the organic growth of the brand within the local skate community, Sole DXB provided an ideal platform for this engagement.
Adding excitement, the company organised a sticker lob contest, challenging skaters to reach the highest point on the half-pipe with their stickers.
Against the backdrop of COP 28 and the heightened focus on sustainability in the Middle East, Cariuma found a fitting entry point into the market.
The region’s eagerness for green initiatives aligned well with the sneaker brands’ commitment to positive environmental impact.
