Melissa Urban brings the brand's DNA with PVC Melflex combined with a mix of other technological and noble materials to deliver the first sneakers with a traditional archetype
Brand promoted early test drive to the public with one hundred pairs of sneakers a week before launch
November 2022 – Expanding its product portfolio, Melissa debuts in the sneakers segment in November with the launch of the first model within the category: the Melissa Urban. The difference between this sneaker and others already produced by the love brand is that, now, Melflex, a 100% vegan PVC-based raw material, has been combined with a mix of other technological materials to guarantee the traditional archetype of the category.
To develop the shoe, Grendene, which owns Melissa, entered into a partnership with Vulcabras, a Brazilian footwear company with expertise in the field. The result was yet another brand product with technological quality, without losing the Melissa DNA.
Melissa Urban is the brand's first product with a significant percentage of materials in the composition that go beyond plastic: the upper is made of breathable knit fabric wrapped in transparent PVC plastic, which reinforces the Melissa signature on the model. It guarantees stability and firmness, having points of elasticity in places of greater movement of the foot. The sole is made of TPU, a material that offers resistance, with an interior of E.V.A. to ensure lightness to the model, and rubber sole. Practicality is guaranteed with quick and easy fitting: inspired by Melissa Ulitsa's success, Melissa Urban also doesn't need to be tied.
"We are very excited to launch the brand's first sneaker. It is the first time that we try ourselves in the segment of assembled products, and not injected as we always have. The Melissa Urban was designed to have a lot of versatility in style and impeccable comfort to transform the day It is another important step for the brand in diversifying its product portfolio. We have inaugurated a new category and we have great expectations for this new business", highlights Raquel Scherer, general manager of Melissa.
Melissa Urban will be available from numbers 34 to 40 in four color combinations – black with green, white with orange, pink and orange with hearts, and white and brown with flowers (this one exclusive for e-commerce and Galeria Melissa SP) – by R $499.90. Sales take place from November 14th through the official e-commerce melissa.com.br, selected Melissa Clubs and Melissa São Paulo Gallery.
early test drive
To present an innovation in the product portfolio to the public, Galeria Melissa São Paulo, the brand's experience point, promoted an early test drive action, with 100 pairs of sneakers made available a week before launch. Entries, which took place on November 7, were closed a few hours later, due to the high demand and reach of the selected stock.
Those who had their registration confirmed pick up their sneakers at Galeria Melissa, located at Rua Oscar Freire, 827, in São Paulo (SP), within the period stipulated by the regulation.
