A brand known for producing and marketing melons and watermelons has decided to take its identity to a quite different terrain: sneakers. Jimbee has teamed up with the footwear brand Étika to create a limited edition collection based on some of the visual codes it uses in its communication.

The starting point is the red and pink colors of the watermelon and Jimbee’s characteristic lips, inspired by the gesture of biting the fruit and becoming dyed red. Étika has reinterpreted them in three sneaker models: Sweet Rosé and Pink Love, aimed at the female audience, and Red Bite, available for women and men.

The two companies assure that the objective was not to limit themselves to placing the image of Jimbee on sneakers, but to transfer their codes to the language of footwear. “We have interpreted their colors and codes to create models with character, but easy to combine and incorporate into real life”explains Silvia Morales, head of Étika’s design area.

For Jimbee, the collection represents a new extension of its identity beyond the fruit and vegetable product. The company has already worked in other territories such as sports and now uses elements directly linked to watermelon to develop a fashion product. “For us it was important that the collection was really born from the Jimbee universe. The colors, the watermelon and our lips are codes with which people recognize us”says Isabela Brocanelo, head of Marketing and Communication at Jimbee.

The collaboration also has a territorial component: both companies are linked to the Region of Murcia. Added to this is the participation of Jimbee Cartagena, a futsal team sponsored by the brand, which will help give visibility to the launch.

The collection is completed with a box created for the limited edition and is now available in the online stores of both brands, as well as in several establishments in the Region of Murcia.