Vivaia’s Star Power Fuels Global Footwear Growth

From Viral Moments to a Million Customers

Footwear brand Vivaia is experiencing a meteoric rise, propelled by celebrity endorsements and a commitment to comfort and sustainability. The company, now celebrating its fifth year, has expanded to a global team and reached over a million customers worldwide.

Celebrity Endorsements Ignite Brand Recognition

Vivaia’s trajectory shifted dramatically when actress Katie Holmes was spotted in their sneakers in 2023. This was quickly followed by singer Selena Gomez showcasing the brand’s Julie Pro heels on Instagram. This surge in visibility “really put us on the map,” according to a company representative, leading to widespread recognition.

“That moment went viral, it really put us on the map,” said Chen. “People started recognising us as ‘the brand worn by Katie and Selena’.”

The founders remain energized by this success. “It’s both surreal and incredibly exciting for our team. It continues to inspire us every day,” they shared, highlighting the ongoing impact of these endorsements on their motivation.

Global Reach and Future Aspirations

Vivaia has evolved into a significant global enterprise. The company now employs over 200 individuals across various departments, including design, research and development, marketing, logistics, and customer care. Its customer base spans 61 countries, with the United States, United Kingdom, and Japan being its primary markets.

Looking ahead, Vivaia plans to prioritize customer feedback and product enhancement. “Over the next five years, our focus is to keep listening closely to our customers, investing in great people, and continuously improving our products,” stated Chan. “We want to reach more people and make it easier for people everywhere to experience what we stand for.”

The brand also aims to influence the wider industry. “We also hope to inspire more brands to embrace a model where comfort, style, and sustainability are not trade-offs, but the standard,” Chan added.

This focus on blending aesthetics with ethical production is resonating in the market. For instance, the sustainable fashion market is projected to reach $150 billion globally by 2030, indicating a growing consumer demand for eco-conscious brands like Vivaia (Grand View Research 2023).