PROFILPELAJAR.COM

Draft:LIVE!

LIVE!
TypePrivate company
IndustrySportswear · Activewear
Founded2002; 24 years ago (2002)
FoundersJoice Francener Sens and Gabriel Sens
HeadquartersJaraguá do Sul, Santa Catarina, Brazil
Area served
Worldwide
Key people
Gabriel Sens (CEO)
Joice Francener Sens (Creative Director and CMO)
ProductsActivewear, footwear, and accessories
RevenueR$ 725 million (2024)
Number of employees
1,800+ (2024)
Websiteliveactivewear.com

LIVE! is a Brazilian activewear company founded in July 2002 in Jaraguá do Sul, Santa Catarina.[1] The company operates in the sportswear and activewear segment, offering clothing, accessories, and, since 2025, athletic footwear.[2] LIVE! operates a vertically integrated production model, with its own manufacturing facility in Jaraguá do Sul, and distributes its designs through company-owned stores, franchises, multi-brand retailers, and an e-commerce channel.[3]

Founding and history

The company was founded by Joice Francener Sens, a fashion designer, and Gabriel Sens, a business administrator, both from Jaraguá do Sul.[4] Joice Sens is the daughter of a local tailor, and her early interest in garment construction and product development directly influenced the brand's positioning from its inception.[3]

LIVE! began as a sportswear wholesaler and launched its first collection in 2003.[1] In 2010, the company entered the retail market with the opening of its first store.[1] Five years later, it adopted a franchise model, which came to account for the majority of its retail network.[4] In 2014, the company began international operations with the opening of a store in the United States.[3]

In 2020, LIVE! invested in production verticalization, incorporating a knitting mill and a dyeing facility into its manufacturing operations.[4]

Operations and structure

In 2024, LIVE! closed the year with revenues of R$725 million and 377 stores in operation.[2] The administrative and industrial headquarters is located in Jaraguá do Sul, in a complex of approximately 80,000 square meters that partially runs on solar energy.[3] More than 93% of the brand's garments are produced in-house.[3] The company employs over 1,800 people[4] and is present in more than 2,000 multi-brand retail points across Brazil.[3]

The product portfolio is organized into five categories: training, performance, wellness, lifestyle, and water sports.[2] In 2025, LIVE! launched its first footwear line, featuring two models—the LIVE! Loop, designed for running, and the LIVE! One, designed for functional training.[2] The brand's products are also carried by Anthropologie in the United States.[5]

International presence

The company operates in four countries outside Brazil: the United States (Miami, San Diego, and Los Angeles), the United Arab Emirates (Dubai), Thailand (Bangkok), and Paraguay (Asunción).[2][3] The target for 2026 is to double the number of international units, with planned expansion into Europe, Asia, and Latin America.[2] In 2022, founders Joice and Gabriel Sens were included in Bloomberg Línea's ranking of the 500 most influential people in Latin America.[6]

LIVE! Run

Launched in 2022 in partnership with XP Investimentos, LIVE! Run is a road racing circuit featuring courses ranging from 5 km to 21 km.[1] In 2024, the circuit held 34 races.[3] In 2025, 50 races were held across all 26 Brazilian states and the Federal District, with a total of 200,000 participants.[2] For 2026, 80 races are planned, including the circuit's first marathon (42 km).[2]

Sustainability

In 2023, LIVE! published its first sustainability report, titled LIVE! Future.[7] The report is structured around four pillars—progress, people, planet, and product—and documents initiatives including the recycling of 100% of textile waste, a 62% reduction in water consumption in dyeing processes, and 75% in-house production.[8] The brand has used digital printing technology since 2013 and produces garments using the FIT GREEN yarn, made from recycled fibers in a closed-loop process with low water consumption and reduced CO₂ emissions.[3]

In 2024, LIVE!'s Upfit capsule collection, developed in partnership with The LYCRA Company using bio-derived LYCRA® EcoMade fiber, received two ISPO Textrends Awards: a Top 5 Award in the fibers and insulation category, and a Selection in the pants and tights category. LIVE! was the first brand in Latin America to produce a commercially available collection with bio-derived LYCRA® EcoMade fiber.[9]

Awards and recognition

  • 2022: Founders Joice and Gabriel Sens named among the 500 most influential people in Latin America by Bloomberg Línea.[6]
  • 2024: Founders and partner Paulo Demo honored at the 27th EY Entrepreneur of the Year Brazil Awards, Master category.[10]
  • 2024: Upfit capsule collection received two ISPO Textrends Awards at ISPO Munich.[9]

References

  1. ^ a b c d AMARO, Mariana. "LIVE!: a história do casal de empreendedores que corre atrás do primeiro bilhão" [LIVE!: the story of the entrepreneurial couple chasing their first billion]. InfoMoney (in Portuguese), 19 May 2024. Available at: https://www.infomoney.com.br/business/live-o-casal-que-uniu-o-talento-de-um-com-o-empreendedorismo-do-outro/ Accessed: Mar. 2026.
  2. ^ a b c d e f g h SILVA, Beto. "Tênis, moda masculina, expansão global: o plano da Live! para faturar R$ 2 bilhões em 2028" [Sneakers, menswear, global expansion: Live!'s plan to reach R$2 billion by 2028]. Brazil Economy (in Portuguese), 5 Nov. 2025. Available at: https://brazileconomy.com.br/empresas/south-economy/2025/11/tenis-moda-masculina-expansao-global-o-plano-da-live-para-faturar-r-2-bilhoes-em-2028/ Accessed: Mar. 2026.
  3. ^ a b c d e f g h i HERRERA, Silvia. "Joice Sens, a empreendedora que comanda a LIVE!" [Joice Sens, the entrepreneur behind LIVE!]. Blog Corrida Para Todos, Estadão (in Portuguese), 3 Sep. 2024. Available at: https://www.estadao.com.br/esportes/corrida-para-todos/joice-sens-a-empreendedora-que-comanda-a-live/ Accessed: Mar. 2026.
  4. ^ a b c d BONFIM, Marcos. "Na terra da Weg, uma empresa de moda esportiva fatura R$ 500 milhões e também quer ser global" [In the land of Weg, a sportswear company earns R$500 million and also wants to go global]. Exame (in Portuguese), 9 May 2024. Available at: https://exame.com/negocios/na-terra-da-weg-uma-empresa-de-moda-esportiva-fatura-r-500-milhoes-e-tambem-quer-ser-global/ Accessed: Mar. 2026.
  5. ^ "LIVE! Activewear". Anthropologie. Available at: https://www.anthropologie.com/brands/live-activewear Accessed: Mar. 2026.
  6. ^ a b "Joice and Gabriel Sens". Bloomberg Línea, 19 Sep. 2022. Available at: https://www.bloomberglinea.com/2022/09/19/joice-and-gabriel-sens/ Accessed: Mar. 2026.
  7. ^ NOVELLO, Dariella. "Live! lança primeiro relatório de sustentabilidade" [Live! launches first sustainability report]. Fashion Network Brasil (in Portuguese), 22 Feb. 2023. Available at: https://br.fashionnetwork.com/news/Live-lanca-primeiro-relatorio-de-sustentabilidade,1488972.html Accessed: Mar. 2026.
  8. ^ LIVE!. LIVE! Future Sustainability Report. Jaraguá do Sul, 2023. Available at: https://www.liveoficial.com.br/sustentabilidade Accessed: Mar. 2026.
  9. ^ a b The LYCRA Company. "The LYCRA Company Previews Bio-Derived LYCRA® EcoMade Fiber at ISPO". Business Wire, 2 Dec. 2024. Available at: https://www.businesswire.com/news/home/20241202374744/en/The-LYCRA-Company-Previews-Bio-Derived-LYCRA-EcoMade-Fiber-at-ISPO Accessed: Mar. 2026.
  10. ^ "Gabriel Sens, Joice Sens e Paulo Demo são homenageados na 27ª edição do Programa Empreendedor do Ano Brasil" [Gabriel Sens, Joice Sens and Paulo Demo honored at the 27th EY Entrepreneur of the Year Brazil Awards]. Jornal do Brás (in Portuguese), 5 Nov. 2024. Available at: https://jornaldobras.com.br/noticia/41966/gabriel-sens-joice-sens-e-paulo-demo-sao-homenageados-na-27-edicao-do-programa-empreendedor-do-ano-brasil Accessed: Mar. 2026.

Category:Fashion Category:Brazilian brands

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