World and Olympic surfing champion Italo Ferreira marked an important chapter in his entrepreneurial journey on Wednesday (May 28) by opening his first coffee shop, Stoke-Ed Coffee, on Alameda Santos in São Paulo. The launch event was attended by press and friends of the athlete.
"This is a very special moment for me—having a coffee shop in São Paulo, the heart of the country, where there is the largest flow of people, businesses, and brands in Brazil,” said the surfer, who launched his own coffee brand, Stoke-ed, last year in partnership with specialty coffee producer Latitude 13 Cafés Especiais, led by businesswoman Juli Allegro.
For the store's opening, Italo partnered with businessman Ricardo Meinberg, an experienced figure in the hospitality and gastronomy sectors, who was instrumental in the development of the project. Meinberg owns The View bar and La Fortuna restaurant, both located at the Transamerica Prime International Plaza Hotel, also on Alameda Santos.
“Our coffee shop’s location is excellent. I share this achievement with Juli, Ricardo, and my team. After a year of investing energy and hard work, the café is gaining momentum. It’s still a baby among other brands, but it's something very special. I hope that people enjoy and appreciate this beloved beverage when they visit the coffee shop,” said Italo Ferreira at the inauguration.
The new venture represents a fresh chapter in Italo’s life, combining his sporty lifestyle with a healthy and distinctive culinary concept, set on one of São Paulo's main streets. The coffee shop was designed to cater to an active audience seeking quality of life.
“Our idea is to offer people an experience in a pleasant environment, with healthy food options and quality products. The coffee shop will be a place to meet friends, spend time with family, work, and enjoy a space that brings you comfort,” Italo explained.
The menu, curated by chef Miguel Meinberg, featured Italo’s active input and reflects a balance of flavor, wellness, and high-quality coffee.
Highlights on the drink menu include the Coffee Milkshake (R$25), Caramel Mocha (R$22), and Affogato (R$20). The space was designed to be a versatile meeting spot—perfect for work, breaks, or socializing—always aligned with an active lifestyle.
With plans to expand through franchising, the partners believe in the potential of Stoke-Ed Coffee to become a national chain. “Surfing is my priority, but I also have dreams of new ventures,” says the athlete.
The store is open to the public starting this Thursday, May 29, from 7 AM to 8 PM, at Alameda Santos, 847. The space offers free Wi-Fi, is pet friendly, and provides delivery via WhatsApp, iFood, Rappi, and 99.
