Draft:LIVE!
From Wikipedia, the free encyclopedia
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]
| Company type | Private company |
|---|---|
| Industry | Sportswear · Activewear |
| Founded | 2002 |
| Founders | Joice Francener Sens and Gabriel Sens |
| Headquarters | Jaraguá do Sul, Santa Catarina, Brazil |
Area served | Worldwide |
Key people | Gabriel Sens (CEO) Joice Francener Sens (Creative Director and CMO) |
| Products | Activewear, footwear, and accessories |
| Revenue | R$ 725 million (2024) |
Number of employees | 1,800+ (2024) |
| Website | liveactivewear |
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]