In a marketing move, the flip-flop brand plans to set up dozens of palm trees in New York City on Tuesday.
The company said it aims to “transform the streets” of Manhattan for one day to raise brand awareness and “get New Yorkers in the summer holiday spirit.”
The lot of trees, which range from 12 feet tall to tabletop-sized palms, will be stationed at the corner of Seventh Avenue and 19th Street.
The Brazilian label, which earlier this month got in on the spirit of Cinco de Mayo with a collection of its Slim flip-flops dedicated to the holiday, said it would give away a palm tree to customers who use the “instantjoy” hashtag across their social media channels.
To take its marketing ploy a bit further, the flip-flop maker also plans to gain attention with “shirtless beach bum” male models, who will help New Yorkers load their new trees into local transportation.