Fitness brand LIVE! debuts in footwear with LIVE! One and LIVE! Loop, sneakers that combine performance, technology, comfort and style.
Strategic move into the footwear market
Known for fitness fashion, activewear and sustainability, LIVE! is entering the sports footwear universe. The brand is launching its first proprietary sneakers, LIVE! One and LIVE! Loop, marking its official entry into the performance shoe segment. In doing so, it aims to deliver a complete experience in performance, comfort and style.
Inspired by contemporary sports aesthetics, the models combine high-performance materials, technological innovation and focus on user experience. This results in modern design, comfort and functionality for daily wear and workouts. The sneakers will be available in sizes 34 to 42, in multiple color options.
Concept and creative direction
According to creative director Joice Sens, the project translates LIVE!’s DNA into footwear. “This project was born from the desire to translate LIVE!’s DNA into products that follow people’s real rhythm in daily life and in any physical activity. We wanted to create something that unites aesthetics, technology and versatility, completing the brand’s looks with the same performance and comfort already recognized in our clothes,” she explains.
The line targets consumers who want sneakers that shift easily between training, leisure and everyday life. Moreover, the launch supports the brand’s growth in high-relevance categories within the global sports market. In this way, LIVE! positions itself not only in activewear, but also as an innovation player in performance and lifestyle.
LIVE! One: versatility for training and everyday use
The LIVE! One was developed for training, workout, soft running and athleisure. Lightweight, versatile and comfortable, it fits both daily wear and functional workouts. The model will be available in sizes 34 to 40, in four colors: White, Wax, Gist and Black.
Its outsole features variable-density cushioning, adapting to weight and impact needs to ensure ongoing comfort. The midsole with EnergyFlow™ technology, made of ETPU, delivers 68 to 72% energy return and around 60 to 70% compression deformation. As a result, strides feel soft and responsive, making it a solid choice for beginner runners as well.
Support structures in KPU (LightFlex™) add stability without sacrificing lightness. The upper, made of 100% polyester, carries the repeated LIVE! graphic, visually connecting the sneaker to the brand’s identity. The model has a 10 mm drop, hardness of 42C, average weight of 250 g and a suggested price of R$ 699.
LIVE! Loop: running and high-performance focus
Designed for running, performance and athleisure, the LIVE! Loop prioritizes lightness, breathability and secure traction. It is recommended for runs and intense training sessions, while maintaining comfort for longer use. The sneaker will be offered in sizes 34 to 42.
The AirWeave™ upper promotes high ventilation, helping to keep feet cool. The HyperFoam™ midsole provides superior cushioning and efficient energy return. Meanwhile, the FitGrip™ rubber outsole ensures grip on different surfaces, and the LaceLock™ lacing system delivers a secure, functional fit.
The model will first be released in two colors, Volt and White, followed by Shock and Mushroom in a second drop. The suggested price for the LIVE! Loop is R$ 799. With this, the brand addresses a range of runners and performance-focused consumers.
Launch timeline and activation with community
The official launch of the sneakers is scheduled for November 15, with two colorways of LIVE! One, Shock and Mushroom, arriving first. The remaining colors and the LIVE! Loop model will reach stores in December. In parallel, the brand is planning activations to bring the products closer to its audience.
As part of the strategy, there will be an exclusive pre-launch during the LIVE! Run XP SP race, on October 19. LIVE! also plans launch events in five locations, including São Paulo and Rio de Janeiro. These actions aim to strengthen the relationship with the LIVE! community and running enthusiasts.
LIVE! expands its movement and wellness ecosystem
The move into footwear is a strategic step in LIVE!’s growth and diversification journey. Known for blending fashion, performance and lifestyle, the brand now broadens its portfolio to offer a more complete ecosystem of movement and well-being. The sneaker launch reinforces its long-term strategy in high-potential categories of the global sports market.
Founded in 2002 by Joice and Gabriel Sens, LIVE! was created to be a Brazilian reference in fitness fashion, with quality, style and functionality. Today, more than 93% of its products are made in-house in Brazil. The company maintains a strong environmental commitment, seeking not only to offset but also to reduce carbon emissions.
The LIVE! ecosystem includes international operations in the United States, Dubai, Thailand and Paraguay, along with a global e-commerce platform. In this context, the footwear category strengthens the brand’s presence in the contemporary performance and lifestyle market. LIVE! advances as a benchmark not only in activewear, but in innovation for sports and everyday life.