With over 30 years of know-how in the footwear industry, Ambitious, a footwear and lifestyle brand from the Celita group, currently stands as an active voice in the much-needed paradigm shift in the sector regarding environmental impact. With the competitive advantage of owning its own factories and having full control over sourcing and design, Ambitious has been developing a continuous improvement approach and experimental design, focused on reducing its ecological footprint.
According to Ambitious CEO, Paulo Martins: "Sustainable people, processes, and business. These are the central points that represent our focus for the present and future path of Ambitious. In a renewal/growth of our brand and business culture, our strategic plan will focus on continuing the proactivity that has always guided us in how we relate to the people who are part of our universe. Happiness and well-being in our teams' work environment is a reality we have always cared about and will intensify dynamics already in 2024. We take on our responsibility as leaders of over 180 employees who make Ambitious a successful business and brand."
Alongside people, the brand recognizes the importance of sustainable processes and business practices. Regarding processes, in order to optimize production and reduce waste, Ambitious is investing 1.3 million in technological innovation, which, in addition to reducing the waste of components used in the production process, combines the ability to, through greater efficiency, improve product quality and make it more competitive. A Zero Waste policy, about which they will present new developments for the 2024/25 seasons.
The environmental vector has always represented a fundamental pillar in the development strategy as a brand and company. Ambitious is aware that it is an integral part of one of the most impactful industries on our planet, and as such, it has the responsibility to do more and do better. It strives to find new solutions that ensure our future and the future of our planet, through more sustainable and environmentally friendly practices and products.
In this sense, Ambitious adopts a realistic approach with a focus on the use of eco-friendly materials, reduction and reuse of waste, increased product quality/durability, and efficiency in all processes, across different fronts.
On one hand, there is the implementation of a conscious and anti-waste corporate culture, fostered through the training and development of its employees, combined with the modernization and optimization of production lines. The increase in energy efficiency of the facilities and investment in renewable energy aim to reduce resource consumption and CO2 emissions, seeking energy sustainability through the use of green energy.
On the other hand, there is the product-focused approach, where Ambitious has been increasingly integrating recycled and recyclable materials into its collections, as well as alternative materials, aiming to create appealing and conscious designs. Among them, the evolution of the Haven line stands out, which includes models such as the CAP (the brand's first sneaker where all components contained a percentage of recycled materials), the AMBER (with soles made from recycled rubber and up to 40% less energy consumption in production), and more recently, the Haven variations of its best-sellers. Notably, the Rhome Haven Runner was recognized at The Micam footwear fair as one of the 20 most sustainable models on display in 2022.
In addition to the commitment made with the signing of the Green Pact in February 2023, an agreement signed by the footwear cluster to ensure a sustainable and highly competitive future for the sector, Ambitious has its own internal goals. Among them is the incorporation of recycled materials into approximately half of the models in its collections by 2025.
Finally, CEO Paulo Martins states, "Clearly and consciously taking on our role in contributing to the reduction of the carbon footprint, a large portion of the investment will go towards sustainable energy production, such as solar panels, which will drastically reduce our carbon footprint, taking on our social responsibility and, for us, an issue that is intrinsic to our values as a brand of attitude and determination."
The Companhia das Soluções is the agency responsible for Ambitious' communication & press relations.
