CARIUMA
Cariuma
Cariuma is Brazilian-founded, DTC footwear brand (launched in 2018). Launched by two footwear industry vets, the brand was recognized for sustainable, comfortable, and stylish sneakers with a heavy focus on skating, lifestyle, and surf culture. They use eco-friendly materials like organic cotton, bamboo, and natural rubber, planting two trees per pair sold- as part of their reforestation efforts.
Bringing Cariuma to the Gulf
With Factor31 (F31) and our regional distributor, we were tasked with bringing the Cariuma ethos to the GCC community, with a focus on Duba and UAE. With two distinct audiences: lifestyle and skate, the events were varied but the direction was aligned with local and global goals. This included:
Wellness-focused events: Yoga pop-up, Sustainably sourced flower arranging workshops
Third-space takeovers for the Paris Olympics
Managed all aspects of marketing planning, implementation, and execution for online and offline campaigns, ensuring synergy with worldwide initiatives. Liaised with the Global HQ to support the execution of a regional communication plan
An update on Cariuma in 2026
Start-up brands with goals of building value and going public or getting sold have initial advantages: create market competition, push legacy brands to reach their audience in more authentic ways, and fragment SOV among competitors. While the growth with Cariuma was promising, their story seems to be paused as of 2026. Fueling questions whether a larger firm purchased them, or if they shut down indefinitely. No official statement has been made, but their website and all orders have been suspended.