Michelle Barros and Shia Phoenix enter the fitness fashion market and expand their presence in the wellness space
With the slogan “Always on,” the project is born from the couple’s experience with sports and communication and marks their entry into the sector
Journalist and presenter Michelle Barros and actor and musician Shia Phoenix have launched Emeon, a fitness clothing brand that consolidates a trajectory combining lifestyle, communication, and entrepreneurship.
Emeon’s concept is summarized in the slogan “Always on,” which refers to the idea of continuous movement, adaptation, and active presence, reflecting a routine shaped by discipline, training, and constant transformation.
The brand is rooted in the couple’s experience with sports, discipline, and image-building, and solidifies their entry into the fitness fashion market. The project also brings to life a long-standing goal for both of them. Starting their own brand had always been part of Michelle’s plans, and Shia shared the same desire. Their meeting during the reality show A Fazenda (Record TV) revealed this shared ambition and turned the idea into a concrete project.
First collection
The debut features the Elemental collection, structured into two lines. The Comfort line includes leggings, shorts, a top with adjustable straps, and a back-cut top. The Running line features shorts with pockets, a top, and a one-piece outfit. The pieces were developed with high-density fabrics, UV protection, and a focus on mobility. The collection comes in five colors, all inspired by stones, reinforcing the brand’s aesthetic concept.
Michelle Barros brings to the project her experience in communication and event hosting. Thus, along with her work as a lawyer and digital content producer. This background directly contributes to the structuring and positioning of the new brand.
“It has been challenging to experience the journey of an entrepreneur. From sourcing and developing the product to dealing with the business’s bureaucratic and tax issues. And I’m absolutely happy with this new stage of my life. In other words, growing as a professional,” says Michelle Barros.
“We are already producing the men’s lines, with new developments in comfortable, functional, and elegant fabrics,” says Shia Phoenix.
The actor is also balancing the new business with filming the TV series Amor em Ruínas (Record TV), produced by Seriella in partnership with Disney+. “It’s one week filming and another researching and studying fabrics and the textile market. I’m very happy with this moment,” he says.
Shia also highlights the project’s structure. “Having competent people managing the business alongside us brings peace of mind and the certainty that we’re on the right path. There are four partners.”
The other two partners are Arthur Barros, a businessman and amateur athlete responsible for management, and Andre Cesar, who has nearly 30 years of experience and has worked with some of the country’s main broadcasters. He contributes with strategic communication and market relations. The combination of these backgrounds shapes a proposal that seeks authenticity. And direct connection with the audience, supported by real-life experience and consistent messaging.
The launch comes at a time of expansion in Brazil’s fitness market. Driven by behavioral changes and increased attention to health and quality of life. In this context, initiatives with their own narrative and established audience base tend to gain relevance more quickly.
