MORMAII EYEWEAR
VISION
Mormaii is a 50-year-old Brazilian sportswear brand with a loyal following and the brand equity to show for it. The eyewear line, though, had fallen behind the rest of the house — strong product, muted presence. The goal: move the line out of straight product-brand territory into something closer to a lifestyle people actively wanted to be part of.
APPROACH
We centered the strategy on lifestyle content, working with Brazilian athletes and creators to put Mormaii eyewear inside real moments on and off the field. The feed now mixes polished athlete-led shoots and product shots with lo-fi, spontaneous pieces that make the whole presence feel lived-in.
The biggest shift was using Mormaii's existing athlete sponsorship programme as a creative engine. We worked directly with sponsored athletes to produce user-generated and branded content that sits naturally on both their channels and Mormaii's own.
RESULTS
Instagram: 27,100 → 53,400 followers
March 2026 alone: +17,000 interactions and +500 shares on Instagram
~8,000 profile visits per month
CREATIVE
