CEO Alexis Nasard Brings Swagger to Manila

Group CEO Alexis Nasard’s first visit to the Philippines was marked by three full days of exhilarating Bata events.

On April 3, Bata Philippines — Bata Asia-Pacific’s newest company — welcomed Nasard to its shores. His visit came at the start of summer in the tropical country, matching the warm welcome from the Philippines team and the “sizzling” events organized while he was there.

Nasard traveled with CFO Alberto Toni and CPO Davide Zornetta. They were joined by Roberto Longo, president for Asia-Pacific; Shaibal Sinha, regional finance director for Asia, Latam and Africa; and Rabi Hasnabi, country manager of Bata Philippines.

Over the course of their three days in the Philippines, the visitors were briefed on the country’s economy and footwear market. They also met with local management, to whom Nasard stressed that “product is king” and that swagger must be brought to the brand.

“We make sexy comfortable, and we make comfortable sexy,” he reiterated, leading the way for Bata as the convergence of the best of all worlds in footwear.

Nasard also made two television appearances and paid a courtesy visit to Ramon Lopez, the country’s secretary of trade and industry.

On April 4, Nasard and other executives visited the Bata Flagship store in SM Megamall, the second largest mall in the country. There, they attended a shopping party dubbed “Step Up in Style” alongside the country’s top influencers, celebrities and bloggers that was covered by broadcast, print and digital media.

The event was emceed by Giannina Ocampo, one of the Philippines’ top theater actresses. Ocampo professed a love for the brand, having grown up with it. But the highlight for guests was a speech by Nasard, which was preceded by a fashion show that gave a sneak peek at Bata Philippines’ Spring/Summer collection.

On April 5, the group of visitors was treated to an unforgettable pool party that allowed them to “mix work and play” — just like Bata shoes. With the theme “Step into Summer,” the Palace Pool Club in Bonifacio Global City was transformed into Coachella in Manila. It was the official launch of the country’s new collection.

Synchronized swimmers opened the program, in a pool with a floating Bata logo in the middle. This was followed by a fashion show where 15 models showed off 30 pairs of shoes from Bata Philippines’ latest collection. The models then led the audience to the stage, where Nasard addressed the crowd of influencers, celebrities, bloggers, and media. This was capped by a celebratory toast.

The CEO’s visit to Manila ended with a “bang.” The highlight of his last day was the opening of Bata Philippines’ second store in the country, in the SM City Bacoor Mall. The event was celebrated like a pool party and was attended by a host of beauty queens, celebrities, and bloggers.

The program opened with a dance number in the middle of the mall courtesy of a famous local dance crew, Alliance PH. This ushered in 12 models carrying Bata shopping bags, who showed off their Bata shoes while taking shoefies. Once a crowd had gathered, drums began to beat and the models paraded the mall, finishing at the new Bata store.

The store opening was hosted by TV presenter Janeena Chan. Chan invited Nasard, Toni, Zornetta, Longo, Sinha, and Hasnabi to cut the ribbon and officially open the SM City Bacoor store.

The visit ended on a high note, as the executives not only got a feel for the market but got to interact with it as well. They experienced a small part of what the Philippine culture is all about: warm, happy, and appreciative of beautiful things that give people value for money.

Bata is in the Philippines, and it is here to stay.