Rio de Janeiro, Brazil — Brazil’s far-right factions, grappling with a leadership vacuum following the imprisonment of former President Jair Bolsonaro, have turned their ire toward a popular flip-flop brand over a controversial advertisement. The backlash against Havaianas centers on remarks made by actress Fernanda Torres, known for her role in the Oscar-winning film “I’m Still Here.” In the ad, Torres expressed a desire for audiences to embrace 2026 “with both feet,” which some Bolsonaro supporters interpreted as a slight against conservative ideals.

The call for a boycott of Havaianas mirrors previous consumer boycotts led by Trump supporters in the United States against brands like Bud Light and Keurig. Eduardo Bolsonaro, one of Bolsonaro’s sons and a former congressman, escalated the situation by posting a video of himself discarding a pair of Havaianas sandals, calling out the brand for selecting a left-leaning spokesperson.

Reactions to the boycott have varied widely. Eduardo Bolsonaro, who recently lost his congressional mandate after relocating to the U.S. to lobby against Brazil’s administration, criticized the marketing strategy, suggesting that Havaianas should learn from Bud Light’s marketing missteps related to its association with a transgender influencer.

While the company and Torres have remained silent on the issue, the backlash has already impacted Havaianas’ market value, wiping out an estimated $25 million in just one day. Advocates on the left have jumped into the fray, encouraging Bolsonaro’s supporters to donate their sandals and even jesting about swapping the footwear for electronic ankle monitors, a reference to Bolsonaro’s recent legal troubles involving an ankle monitor he allegedly attempted to destroy.

The ankle monitor has become a punchline in discussions surrounding Bolsonaro’s controversial actions, especially after his conviction for attempting to overturn the results of the 2022 election, which has left deep divisions within the political landscape. His former allies and supporters appear to be finding ways to channel their dissatisfaction, whether through boycotts or social media mockery.

As the political climate continues to evolve, this latest episode underscores the fraught relationship between consumer culture and political affiliations in Brazil. While Havaianas has found itself ensnared in this broader narrative, the reactions from various segments of society reflect ongoing tensions that may shape future political and economic dynamics in the country.

As the country approaches the new year, many are left to ponder the implications of such commercial disputes, reframed within the context of cultural and ideological warfare. With the strains of division still palpable, brands like Havaianas may find it increasingly challenging to remain apolitical, and the unfolding events could very well serve as a touchstone for future discussions about the intersection of business and politics in Brazil.