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Alpargatas Recovers Market Value After Havaianas Controversy and Registers Strong Valuation of Shares on the Brazilian Stock Exchange.
The Alpargatas, parent company of Havaianas, gained momentum in the financial market this Tuesday (23) by fully recovering the market value lost in previous days, amid the repercussions of an advertising controversy.
The movement occurred on the Brazilian Stock Exchange, where the company’s shares recorded a strong rise, indicating that investors reacted quickly and did not attribute structural weight to the controversy surrounding the brand’s campaign.
The market value recovery occurred after a session marked by significant share appreciation, both ordinary and preferred.
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Thus, the company not only canceled recent losses but also increased its market capitalization, reinforcing the perception of the group’s resilience in the face of political and communication noise.
Share Valuation Drives Alpargatas Capitalization
In Tuesday’s trading session, Alpargatas’ preferred shares (ALPA4) ended the day up 4.02%, priced at R$ 11.90.
Meanwhile, the ordinary shares (ALPA3) advanced even more, gaining 8.73%, reaching R$ 10.96.
The positive performance contrasted with the previous session when the preferred shares had fallen by 2.39%.
As a direct consequence of this movement, the company’s market value jumped to R$ 7.747 billion.
This figure represents an expansion of approximately R$ 455 million in capitalization, exceeding not only the recent losses but also the levels prior to the controversy.
According to a survey by Elos Ayta Consulting, before the recovery, Alpargatas had seen its market value decrease from R$ 7.444 billion to R$ 7.292 billion, a reduction of R$ 152 million.
The market reaction, therefore, was quick and decisive.
Market Relativizes Havaianas Advertising Controversy
According to analysts, the recent fluctuation in shares reflects a pinpoint adjustment provoked by political noise, but with no relevant impact on the company’s fundamentals.
In the market’s assessment, there was a momentary “hiccup,” without any structural change in the perception of Alpargatas or the strength of the Havaianas brand.
The advertising controversy began after right-wing politicians criticized Havaianas’ new campaign, which featured actress Fernanda Torres as its protagonist.
In the video, the actress humorously reflects on expectations for the upcoming year, using the expression “right foot” symbolically and ironically.
Despite the backlash on social media and in the political debate, investors demonstrated that the prevailing interpretation was that the episode would not compromise sales, long-term reputation, or the company’s financial results.
Solid Performance Strengthens Investors’ Confidence in 2025
In addition to the point recovery, Alpargatas’ performance in 2025 helps explain the market’s confidence.
The company ranks among the 15 companies with the highest profitability on the Brazilian stock exchange this year, accumulating a return of over 113%.
This result becomes even more relevant when viewed in a historical perspective.
In the previous four years, the stock accumulated significant losses, making the current trajectory of share appreciation a clear indication of operational and strategic recovery.
Therefore, the market’s positive reaction is not limited to the recent episode but is supported by a broader context of restructuring, operational efficiency, and repositioning of the company.
Havaianas Campaign and Its Impact on Brand Perception
At the heart of the controversy, Havaianas’ advertising campaign relied on a light and metaphorical discourse about choices, paths, and new beginnings.
In the video, Fernanda Torres states: “Sorry, but I don’t want you to start 2026 on the right foot.
It’s nothing against luck, but let’s agree… luck doesn’t depend on you.
What I wish is for you to start the new year with both feet, both feet at the door, both feet on the road, both feet wherever you want.”
Although the statement generated political reactions, it was interpreted by communication specialists as aligned with the brand’s laid-back and popular identity.
Thus, the negative impact ended up being limited, while the campaign’s visibility was amplified.
Market Value Recovery Signals Alpargatas’ Resilience
In summary, the rapid market value recovery demonstrates that Alpargatas managed to navigate the advertising controversy without significant damage to its financial position.
The strong share appreciation indicates that investors prioritized fundamentals, recent performance, and future prospects, pushing political noise to the background.
Thus, the company reinforces its ability to absorb pinpoint crises, maintain market confidence, and sustain a positive growth cycle, even in an environment of high reputational sensitivity.
Nunca havia comprado e nesse Natal comprei várias e de de presente; e percebi o quanto as pessoas ficavam felizes. Agora uso e gosto muito, percebi que realmente povo ama e usa..E quero mesmo começar o ano com os dois pés no peito de gente ****!
Utilizando uma ****, provavelmente cliente assídua da Lei Rouanet, para fazer essa clara provocação, a Alpargatas lançou suas fichas no mercado. Já sabia que haveria consequências e resta saber se valeu a pena. Da minha parte, jamais vou compactuar com isso
Deixa mais uns dias, o boicote vai ser sentido com a passagem do Carnaval, verão, férias…