Month: November 2025

In a market increasingly driven by the speed of information and new forms of consumption, the BFSHOW Arena has established itself as one of the most important spaces at the trade show, bringing together specialists, content creators and industry leaders to discuss the paths of fashion and footwear in the digital age. At the 5th edition of BFSHOW, held November 10–12 at Distrito Anhembi in São Paulo, the audience followed a program that addressed seasonal trends, the impact of TikTok Shop on the e-commerce revolution, the power of content as a sales driver, and even the strategic role of sales representatives in connecting industry and retail.

Kicking off the program at the space were Luana Lanzini and Luana Savadintzky, co-founders of Fashion Directions. With the talk “Trend Line: Bets and Inspirations of the Season,” the duo of specialists presented the Winter 26 Shopping Guide, made available by BFSHOW, and led an immersion into the colors, products and inspirations that will drive buyers’ decisions for Fall/Winter 26 and provide an early look at what is coming for Spring/Summer 26/27.

Next, Eric Chien, Head of Fashion, and Gabriela Cleim, Fashion Account Manager at TikTok Shop, presented the panel “From feed to sale: real stories of how content sells footwear on TikTok Shop.” The platform, which started in Asia and quickly expanded to several countries, has seen more than tenfold growth in the number of active monthly sellers. It has also become one of the main search tools among young consumers – averaging 4 million searches related to fashion per week.

Among the purchasing formats, standout features include short videos, livestreams, product showcases and the “shop tab,” which bring the entire sales funnel together in one place. “Technology has deeply influenced the way people shop. Today, content and sales blend together,” noted Gabriela Cleim. “On the platform, users are more likely to be the first to discover new products and trends, as they complete the entire purchase journey within the app itself,” added Eric Chien.

The panel also featured the participation of Mariana Santos, Head of Style and Fashion Buyer at Lumiss, and Rubem Xavier, CEO and founder of Armazém dos Chinelos. They shared their experiences as Brazilian brands on the platform and agreed that the secret lies in making the consumer’s shopping journey something fun. Rubem highlighted the impact of going viral on operations: “From one day to the next, you can have 4,000 additional orders to deliver. The key is having strong partners and suppliers who can keep up with the pace.” Mariana, in turn, emphasized the value of authenticity: “One video sells more than a perfect photo. Consumers want to see what’s real, they want to feel part of the community.”

Content that inspires and converts
On the second day of talks, Steal The Look, one of the largest shoppable fashion content platforms in Brazil, presented the panel “How to inspire, connect and sell through content.” Laís Miranda, People and Education Coordinator at the brand, showed how content is the main link between inspiration and conversion. According to her, 83% of TikTok users have already purchased something they discovered on the platform, and 87% of Instagram users take some action after viewing fashion content.

For the footwear sector, the potential is even greater: the average conversion rate in footwear e-commerce is higher than in segments such as beauty and gaming. “We read market movements and translate them for our audience in a didactic and agile way, and that’s how we’ve realized that content is what makes a brand be remembered before the purchase and chosen at the moment of purchase,” Miranda emphasized, highlighting the importance of combining storytelling with real-time trend analysis.

According to the specialist, the trend bets being tracked for Fall/Winter 2026 include cow-print animal patterns, berry tones, revisited classics (such as blazers, pumps and loafers), and earthy browns, which remain on the rise.

The power of presence
Closing the program, Ricardo Prado, mentor for sales representatives and founder of R8 Educação, delivered the talk “The link that moves the market: how to align industry, sales reps and retail to turn relationships into results.”

With a career spanning decades in the sector, Prado highlighted the role of the sales representative as a vital link between industry and retail and warned about the risk of losing in-person connection in an increasingly digital market.

“Retail is overwhelmed by new platforms and trends. Technology does not replace the sales representative, it only transforms their role. Those who are still working as they did in 2019 are being left behind – the differentiator now is knowing how to use the time we’ve gained to our advantage and not giving up direct contact with the customer,” he said. For the mentor, the sector’s future depends on clear commercial leadership, real technological integration and the formation of strategic partnerships. “When industry, sales representatives and retail grow together, the market explodes,” he concluded.

The 5th edition of BFSHOW, The biggest footwear tradeshow in Latin America, held November 10–12 at Distrito Anhembi, in São Paulo/SP, closed with a record number of international visitors. According to data compiled by the Brazilian Footwear Industries Association (Abicalçados) and NürnbergMesse Brazil, partners in promoting and organizing the event, more than 10 thousand buyers attended over the three days, 13% of them (1,300) coming from 46 countries. 

With around 350 Brazilian brands gathered in a total area of more than 25.5 thousand square meters, BFSHOW has established itself among the leading trade shows for the footwear sector worldwide. According to the Executive President of the Brazilian Footwear Industries Association (Abicalçados), Haroldo Ferreira, the trade show reflected the current moment of the Brazilian footwear industry, which is expected to grow up to 1.4% in 2025, surpassing 940 million pairs produced. “BFSHOW indicates that we should see a recovery in the last quarter, with production growth of more than 2%, closing the year on a positive note,” explains the executive. 

International attendance at the event exceeded expectations, especially considering the challenging global scenario. “We had a strong presence of importers, mainly from Latin America, as well as from countries in the Middle East, Africa and even Oceania,” celebrates Ferreira, noting that alternative markets have helped soften the challenges faced in exports to the United States, the main international destination for Brazilian footwear. 

Buyer Program
Domestic and international attendance at the event was boosted by the BFSHOW Buyer Program, which brought 520 domestic buyers and 165 international buyers from 32 countries. João Paulo Picolo, CEO of NürnbergMesse Brazil, explains that the investment attracted importers selected based on their purchasing potential and market reach, as part of a strategy to diversify destinations. “The feedback has been positive, especially regarding the quality of the buyers in attendance, who did not come only to network; they came ready to place orders and build partnerships,” he emphasizes. feedbacks são positivos, principalmente pela qualidade dos compradores presentes, que não vieram apenas para relacionamento, compareceram para efetivar compras e parcerias”, destaca. 

Exhibitors
Ricardo Terêncio, marketing coordinator at Rafarillo, from Franca/SP, says that both the traffic and the quality of buyers exceeded the brand’s expectations. “Because it is a November trade show, we were not expecting such a high level of attendance. We welcomed customers who had not bought from Rafarillo for many years. It was a very positive participation.” According to him, business was done with both the domestic and international markets. “The international market has improved significantly in recent months, and here we were able to confirm this positive momentum,” he adds. 

For Marcelo Silva, marketing manager at Kidy, from Birigui/SP, BFSHOW has “raised the bar for Brazilian footwear” by showcasing, in a single venue, the very best of the national industry. “For Kidy specifically, the trade show helps us validate new projects, in addition to closing important deals with domestic and international buyers,” he says. According to him, during this edition the booth received highly qualified traffic, with visitors especially interested in the launch of the Tênis Localize, unveiled during BFSHOW. 

Emphasizing the opportunity to strengthen relationships, especially with strategic partners in both the domestic and international markets, Piccadilly, from Igrejinha/RS, welcomed a large flow of clients. “We received a highly qualified audience, especially during the appearance of our brand ambassador, Carolina Dieckmann, on the second day of the event. This outcome reflects consistent work and the strong engagement of the public with our Fall-Winter 26 collection,” points out Cristine Grings Nogueira, the company’s CEO.

Lojistas
Participating in BFSHOW since its first edition, the traditional Ajita Calçados, which has more than 20 stores in Paraná in addition to other businesses, uses the trade show to confirm the trends that will be featured in shop windows in the coming seasons. According to the chain’s Administrative Director, Eduardo Ajita, the current moment of the Brazilian market, with lower retail consumption and stronger competition, especially from e-commerce platforms, makes BFSHOW “essential.” “It is here that we are able to build a well-targeted collection for a consumer who is increasingly selective and demanding. At BFSHOW, we have all the leading brands together, including more exclusive products, which have been our focus in the women’s collection,” he says. 

Sapataria Avenida, which operates an exclusive store in Barreiras/BA, placed its entire Winter collection order at BFSHOW. “Before the trade show, we prepare to purchase all the footwear for our Winter collection here, because this is where we find the variety we need for our product mix,” says Jonas Francisco de Azevedo, managing partner of the store. According to him, the organization of the trade show makes the retailer’s experience stand out. “BFSHOW is very well thought out, from the easy access, since it takes place in São Paulo, to the segmentation by product type, which optimizes the time we spend visiting and gives us greater peace of mind to do business,” Azevedo comments.

International presence
With five stores focused on the men’s market, Pablo Vega, Import Manager at Ferratti stores, in Ecuador, attended the event for the fourth time. “Today, if you work in the footwear market, you have to come to BFSHOW. I really enjoyed the trade show, which featured a wide variety of brands and was very well organized. We also took the opportunity to meet new suppliers and close deals,” says Vega, noting that technology, comfort, quality, and delivery times are some of the key differentiators of footwear “made in Brazil.” The international buyer has been working with Brazilian companies for 24 years.

On the calendar
The next edition of BFSHOW is already scheduled. The biggest footwear tradeshow in Latin America will present the Brazilian industry’s Spring/Summer collections from May 18–20, 2026, once again at Distrito Anhembi, in São Paulo/Brazil. 

Amid boots and closed-toe shoes, trends for the hottest season take over the booths and inspire business all year

Brazilians may try to escape the heat, but summer always finds a way to catch up with them – and so do the store windows. The November edition of BFSHOW, held in São Paulo, at Distrito Anhembi, runs until Wednesday (11/12) and is marked by the presentation of the Fall/Winter 2026 collections. Many exhibitors, however, are also taking the opportunity to preview summer trends with collections that promise to keep retail moving all year long. 

In the halls, boots share the spotlight with sandals, flat sandals and sporty sandals. Beatriz Calçados brought to its booth a collection focused on Brazil’s hottest regions. “We tried to keep this line as clean as possible, without losing the essence of today’s fashion, which is the appliqués,” says Cleriston Costa, the company’s director. “We have a strong presence in the North, Northeast and Center-West of the country, where summer styles prevail. That’s why we are always anticipating trends such as flatforms, block heels and flat sandals with welted soles, which deliver greater comfort.” clean possível, não perdendo a essência da moda de agora, que é o aplique”, afirma Cleriston Costa, diretor da empresa. “Nós atuamos muito no Norte, Nordeste e Centro-Oeste do país, onde predominam os modelos de verão. Por isso, estamos sempre antecipando tendências, como as flatforms, os saltos bloco e  as rasteiras com vira, que garantem maior conforto”.

Another brand that has been betting on the “summer all year long” concept is Brizza Arezzo, from Grupo Azzas 2154. “We are a sunny brand, and we talk a lot about flip-flops and sandal-inspired styles. In the latest fashion weeks, we saw flip-flops being worn with perfectly put-together outfits, bringing a more relaxed attitude to the feet. This brought a very important opportunity for Brizza, because we work with more fashion-forward lines that can be worn all year round,” says Marcelo Bohn, Brizza’s trade marketing manager. flip flops e dos assandalhados. Nas últimas semanas de moda, vimos o uso de chinelos com roupas totalmente alinhadas, mostrando algo mais despojado para os pés. Isso trouxe uma proposta para a Brizza muito importante, porque trabalhamos com linhas mais fashion e que podem ser usadas o ano inteiro”, comenta Marcelo Bohn, gerente de trade marketing da Brizza.

Men’s footwear is also riding this heat wave. According to Marcelo Reis, designer at Ferracini Calçados, the hottest season is always a success story. “We export a lot, but Brazil is a tropical country, and today what really matters to male consumers is how they put a look together. We are presenting more refined, elegant styles, such as penny loafers, and investing in suede, nubuck and finished leather to meet all our customers’ everyday needs, with a broader variety of materials and flatter, thinner soles. That way, they can wear a button-up shirt, T-shirt or polo and still feel comfortable and elegant,” he concludes. look. Apresentamos peças mais finas e elegantes, como o ​​penny loafer, e investimos na camurça, nobuck e couro acabado para atender todas as necessidades do dia a dia do cliente, com diversificação de matérias-primas e solas mais flat e finas. Assim, ele pode usar uma camisa de botão, t-shirt ou polo e se sentir confortável e elegante”, finaliza. 

Danper, known for its casual and classic style, has innovated by launching flip-flops with a PVC base and an EVA upper layer. “In practice, this makes our styles lighter and more comfortable. I believe this is an innovation that will change how consumers perceive the brand, since we are presenting a versatile product. Standing out are shades of brown, a color that remains strong in men’s fashion,” says marketing manager Milena Percilia.

To celebrate a partnership that began in early 2025, actress Carolina Dieckmmann, in addition to being Piccadilly’s ambassador, is also signing an exclusive collection with the brand. The new collaboration was announced at the company’s booth at BFSHOW, The biggest footwear tradeshow in Latin America, held through Wednesday (11/12) in São Paulo. 

The launch is part of the Fall/Winter 2026 collection and features five exclusive styles created in partnership with the actress. With footwear ranging from classic to contemporary, the PICCADILLY by CAROLINA DIECKMANN collaboration translates the actress’s timeless, effortless style into versatile designs. collab PICCADILLY por CAROLINA DIECKMMANN traduz em modelos versáteis o estilo atemporal e leve da atriz.

The collection also incorporates the season’s key trends, such as the Colegial line, which revisits the preppy universe in loafers and sandals with lug soles in navy and pewter tones, as well as a sandal inspired by the gladiator style, with straps and studded details. Preppy em mocassim e sandália com salto tratorado em tons navy e pewter, além de sandália inspirada no estilo gladiador, com tiras e aplicações de cravos. 

The folk and boho chic trends are expressed in a suede boot, presented in a more sophisticated, updated take. Rounding out the collection is a classic black pump that reinforces its timeless elegance – not by chance, it was the style chosen by the actress herself for the event. folk e boho chic ficam por conta da bota em camurça, em uma proposta mais sofisticada e atualizada. Por último, o clássico scarpin preto, que reafirma a elegância atemporal da coleção. Não à toa, a peça foi escolhida pela própria atriz para participar do evento.

This collab reflects a lot of my vision. I wanted to put my name on shoes that combine fashion references and comfort, conveying the light energy I value so much. I always seek to be involved in purpose-driven projects that speak to real women and make them feel good in every stage of life – and this collection is an extension of that,” says Carolina Dieckmann.

The 5th edition of BFSHOW, held at the Distrito Anhembi in São Paulo/SP from November 10 to 12, brings positive expectations for the footwear industry. During the trade show’s press conference, held on the 11th, industry leaders and entrepreneurs shared growth projections, even in the face of a challenging economic environment. 

The Executive President of the Brazilian Footwear Industries Association (Abicalçados), Haroldo Ferreira, opened the event by highlighting the footwear industry’s growth outlook. According to him, even amid a challenging scenario, output is expected to increase by up to 1.4% in 2025, surpassing 940 million pairs produced. “In the last quarter alone, with the results from BFSHOW, we estimate growth close to 3%,” he noted. From January to August, according to IBGE data, production fell 1.6% compared to the same period last year—a decline that should be offset by growth in the final months of the year. 

Export data, which came as a positive surprise for the industry, was also revealed first-hand during the press conference. According to figures compiled by Abicalçados, from January to October exports totaled 87.3 million pairs and US$819.4 million, representing a 7.5% increase in volume and a 1% decline in value compared to the same period last year. In October alone, exports grew in volume (+10.4%) but dropped in value (-9.1%) compared to the same month in 2024. Ferreira explained that the challenges of exporting to the United States, due to the heavy tariffs on Brazilian products, have been mitigated by an increase in shipments to Latin American countries.

Challenges
Ferreira also outlined the main challenges faced by Brazil’s footwear industry, including the growing influx of footwear imports from Asia. “In the first ten months of 2025, imports increased by 23.8% in value and 22.9% in volume compared to the same period last year. It is alarming that the pace of import growth is nearly 20 times higher than the expansion rate of the Brazilian domestic market,” he warned. The Executive President also emphasized the importance of implementing taxes (CID-BETs) on online betting and reinstating payroll tax relief.

Footwear industry strength
While uncertainties remain regarding the North American market, BFSHOW brings renewed optimism to the industry. Hosting importers from 62 countries—nearly 170 of whom were invited through the event’s Buyer Program—there is strong anticipation for business diversification. “BFSHOW is the biggest footwear tradeshow in Latin America, playing a key role at this challenging time not only for exports, but also for the growth of the domestic market,” noted Picolo. The event is expected to welcome more than 10,000 Brazilian retailers from every state throughout its three days. 

Investment in market diversification
A gestora de Projetos da ApexBrasil, por sua vez, destacou os investimentos da agência em projetos com calçadistas com o objetivo de diversificar mercados e fortalecer a presença internacional do calçado brasileiro. Segundo Clara, no biênio 2024/2026 estão sendo investidos mais de R$ 40 milhões em ações de internacionalização por meio do Brazilian Footwear, programa desenvolvido pela ApexBrasil em parceria com a Abicalçados. Atualmente, são beneficiadas cerca de 300 empresas de calçados via o programa, que na edição cinco da BFSHOW trouxe 11 compradores e quatro jornalistas internacionais para fazer negócios e divulgar o calçado brasileiro no exterior. Atualmente, mais de 70% das exportações de calçados são geradas por empresas participantes do Brazilian Footwear.

Companies show optimism
At the trade show, most of the roughly 350 exhibiting brands are satisfied and optimistic about the business generated. During the press conference, Astor Ranft, President of Calçados Pegada (Dois Irmãos/RS), emphasized that the deals made at the event will be key to achieving the company’s projected 8% growth in production for 2025. “That has been our average growth over the past 15 years. Now we are entering new segments—beyond men’s footwear, the company is also producing women’s styles and, from now on, children’s as well—because we want to be the family’s footwear brand. We are also very optimistic about 2026,” he noted. With 6,500 direct jobs across its factories in Rio Grande do Sul and Bahia, Pegada created 1,000 new positions in 2025 alone. 

Representing the Suzana Santos Group, the company’s Commercial and Creative Director, Suzana Santos, expressed her pride in representing the growing Footwear Local Productive Arrangement (LPA) of São João Batista/SC, now a national reference in women’s footwear production. “The first half of the year was slower, but we grew more than 10% in the second half. Today, BFSHOW is essential for the group’s business, generating new opportunities in both domestic and international markets,” she said.

Ricardo Campos, CEO of Polo GO from Nova Serrana/MG, emphasized that he has been attending trade shows for more than 20 years and has never experienced an industry event as effective as BFSHOW. “Last year, our revenue grew by 180%, largely due to our participation in this trade show,” he noted. According to the entrepreneur, holding BFSHOW in São Paulo—the economic capital of Latin America—has been crucial for strengthening Brazil’s footwear industry, making it easier for buyers from across the country and around the world to attend.

For Renato de Nardo, President of Cactus Shoes from Jaú/SP—who spoke at the press conference representing São Paulo’s Footwear Local Productive Arrangement (LPA)—companies in the region are “quite optimistic” about closing out a positive year, despite challenges in both domestic and international markets. “Cactus is a small company, and here at BFSHOW we have the opportunity to share the floor with industry giants, presenting our products to the world. It is a trade show that is essential to our business. With each edition, we grow around 10% in sales,” he said. 

Claudio Taraborrelli, Head of Expansion at Pimpolho from Serra/ES, emphasized the importance of the footwear trade show, especially for opening new international markets, with a particular focus on Latin America. “BFSHOW is a great opportunity to connect our factories with buyers from all over Brazil and the world. We have high expectations for this edition,” he projected. 

Held by the Brazilian Footwear Industries Association (Abicalçados) and organized by NürnbergMesse Brazil, BFSHOW runs through tomorrow, November 12, at the Anhembi District. Learn more: www.bfshow.com.br. www.bfshow.com.br.

Even with a focus on the Fall/Winter collection, the event bets on agility as a competitive edge for retailers

Retail demands quick responses and optimized inventory. That’s why exhibitors at BFSHOW—The biggest footwear tradeshow in Latin America, which runs through November 12 at Distrito Anhembi (São Paulo/SP)—are also showcasing ready-to-ship products at the event. With around 350 brands, some manufacturers are offering collections geared both to future orders and to immediate purchase, meeting the needs of retailers who want to refresh their displays still in the first half of 2026.

This sales modality has been gaining traction among exhibitors, especially in light of retailers’ demand for shorter lead times and fast-turn products. The company Meu Sapato Preto is betting on ready-to-ship as a differentiator to attract buyers at the event. The women’s footwear brand is known for offering products made predominantly in genuine leather and in black. In the November edition, boots take center stage at the booth. “Every week we release new products on our platforms because we want to be more assertive. Sales of our styles are data-driven, not just based on fast-fashion consumption. That’s why our boots—which feature comfort technology and easy on-and-off—are the best sellers on our website,” said Mateus Menezes, the brand’s CEO. As vendas dos nossos modelos são baseadas em dados e não só no consumo do fast fashion. Por isso, nossas botas, que têm tecnologia com conforto e calce fácil, são as mais vendidas no site”, disse Mateus Menezes, CEO da marca.

Another brand betting on ready-to-ship boots is Via Uno, which has brought both the tall Slouch boot—with a well-defined shaft and drape—and ankle boots. Looking ahead to sales over the coming months, sandals and flats—classic summer best-sellers—are also ready to hit stores before year’s end. Slouch, com cano e caimento bem definidos, quanto as botas de cano curto. De olho na venda dos próximos meses, sandálias e rasteirinhas, pedidas clássicas do verão, estão prontas para chegar às lojas ainda este ano.

Werner, a women’s footwear brand on the market for five years, brought to the show an exclusive collection focused on mothers’ purchasing desires. Already available for purchase at the trade show and on the company’s website, the “Moms” line features loafers in nude and black, with shoes that highlight handcrafted work. “We conducted research and our consumers wanted lower-profile pieces, like flats, that offered visual added value. That’s why we chose to create a fully hand-woven material stitched onto mesh—bringing elegance and modernity with a sophisticated touch to any look,” said Isabella Moser, the company’s e-commerce manager.Moms” aposta in loafers nas cores nude e preto, com calçados que valorizam o handmade. “Fizemos uma pesquisa e nossas consumidoras queriam peças mais baixas, como sapatilhas, que tivessem valor agregado visualmente. Por isso a escolha de fazer um material todo tramado manualmente e costurado na tela, trazendo elegância e modernidade com um toque sofisticado para qualquer look”, disse Isabella Moser, gerente de e-commerce da empresa.

In addition to promoting launches and trends for the next semester, BFSHOW—organized by the Brazilian Footwear Industries Association (Abicalçados) in partnership with NürnbergMesse Brazil—reinforces its role as a comprehensive business platform, where manufacturers, distributors, and importers find immediate solutions to supply the market.

High-comfort technologies and contemporary design are among the key bets showcased during BFSHOW, The biggest footwear trade show in Latin America

In an increasingly fast-paced world, where time is split between commitments and commuting, men’s footwear brands have been betting on multifunctional models that keep pace with the dynamic rhythm of modern life without sacrificing comfort, durability, or style. Kicking off its 5th edition, BFSHOW—organized by the Brazilian Footwear Industries Association (Abicalçados) in partnership with NürnbergMesse Brazil—presents, through Wednesday (11/12), in São Paulo, the market’s latest releases. Among men-focused trends, highlights include advanced technologies and design that deliver lasting comfort. design que garantem conforto.

Polo Go is one such example. Known for creating urban sport-casual sneakers, the brand drives strong desirability by combining technology and well-being. “We keep our DNA of delivering greater practicality for the multiple occasions of everyday life. We serve this multifaceted man and keep pace with his outlook and urgency,” said Fânia Littmann, the brand’s marketing and branding manager. “For Fall/Winter 2026, we’re presenting 30 styles, with an emphasis on higher EVA outsoles, as well as the FlyTouch line. Our new collection focuses on comfort, stability, and softness, with ultra-light shoes made to be worn all day. That’s what people are looking for: timeless, practical pieces,” added Evelyn Campos, marketing director. branding da marca. “Para o Outono/Inverno 2026, apresentamos 30 modelos, com destaque para solas EVA mais altas, além da linha FlyTouch. A nossa nova coleção visa conforto, estabilidade e maciez, com calçados superleves para serem usados o dia todo. É isso o que as pessoas buscam: peças atemporais e práticas”, finaliza Evelyn Campos, diretora de marketing.  

In the Calce Fácil + Pulse line, Democrata combines two technologies in a single shoe to deliver greater lightness, pairing the comfort of an athletic shoe with a casual design. Another highlight is the Full Light sneaker, which weighs just 300 g and gives the wearer enhanced mobility. “Today, men want to stay current—and that also means being well dressed. We’re a brand that positions itself not only around what’s in fashion, but by uniting technology with trends. With this technology, we’re able to hollow out the outsole, achieving an attractive aesthetic along with lightness,” said Marcelo Paludetto, commercial director. design casual. Outra novidade é o tênis Full Light, que pesa apenas 300g e permite maior mobilidade ao usuário. “Hoje o homem quer estar atualizado e isso também é estar bem vestido. Somos uma marca que se posiciona não só sobre o que está na moda, mas unimos tecnologia às tendências. Com essa tecnologia, conseguimos vazar o solado e, assim, ganhamos uma estética bonita somada à leveza”, disse Marcelo Paludetto, diretor comercial. 

A marca Pegada é outra que também une o conforto dos calçados esportivos ao design Pegada is another brand that blends the comfort of athletic footwear with a more casual design, bringing TPU (Thermoplastic Polyurethane) outsoles to shoes intended for everyday activities. In the launch of the Pegada Nitro line, the sole is expanded with nitrogen, delivering exceptional lightness in addition to high cushioning and impact absorption.

Among other brands on the floor, Sollu Calçados is showcasing polyurethane outsoles, always with a focus on lightness and flexibility. “We work with the purest rubber possible, which is why we’re presenting new outsoles with greater resistance and durability—maximizing our comfort technology for the man who can’t waste time,” explained Ricardo Meirelles, the company’s domestic market manager.

Jota Pe, known for its handcrafted work, brings together comfort, technology, and design in its new collection with the Air Bag line, which delivers consistent softness through high-density foam with intelligent memory. The casual sneaker—with an ultra-soft insole, an impact-absorbing outsole, and artisanal finishing—is another highlight presented at the show.

The 5th edition of BFSHOW, The biggest footwear trade show in Latin America, opened today (November 10) with strong expectations for business. With an estimated 12,000 visitors over its three days (the show ends on the 12th), the trade show brings together around 350 Brazilian brands from production hubs across the country and all segments. The event is taking place at Distrito Anhembi, in São Paulo/SP, and registration remains open for retailers. Members of the press should contact diego@dcr-assessoriadeimprensa.com or roberta@agenciacasa9.com.br

Organized by the Brazilian Footwear Industries Association (Abicalçados) and NürnbergMesse Brazil, the footwear trade show saw solid traffic on this first day from both domestic and international markets. Abicalçados’ Executive President, Haroldo Ferreira, noted bustling aisles and business being concluded. “Key retailers were at BFSHOW, which energized exhibitors. From the international market, we also saw strong turnout right on day one, especially from importers coming from Latin America,” he said.

NürnbergMesse Brazil’s CEO, João Paulo Picolo, underscores BFSHOW’s growth as it marks its second anniversary this November. “The show is recent and is already the largest business platform in Latin America for the sector. At NürnbergMesse Brazil, we can only praise the strength of Abicalçados as an entity that brought the footwear industry together around the cause of strengthening the sector and, consequently, BFSHOW,” he emphasized.

Press conference
Tomorrow (November 11), BFSHOW will hold its press conference. During the session, Ferreira will analyze the current footwear market in both domestic and international contexts, outline the main agendas for the sector’s competitiveness, and present short- and medium-term projections. Picolo will speak about the trade show’s first day and highlight key event figures. The press conference will also feature representatives from the Brazilian Trade and Investment Promotion Agency (ApexBrasil) and exhibiting entrepreneurs. The session takes place at the BFSHOW Arena.

SERVICE
5th BFSHOW
Date: November 10–12, 2025 – from 9 a.m. to 7 p.m. on the 10th and 11th, and from 9 a.m. to 5 p.m. on the 12th
Location: Distrito Anhembi (Av. Olavo Fontoura, 1209, Santana, São Paulo, Brazil)

A maior feira calçadista da América Latina, que reunirá cerca de 350 marcas brasileiras entre os dias 10 e 12 de novembro, no Distrito Anhembi, em São Paulo/SP, traz consigo a expectativa de retomada para a indústria do setor. Devendo receber em torno de 12 mil compradores de todo o Brasil, sendo mais de 1,2 mil deles de cerca de 50 países, a BFSHOW é promovida pela Associação Brasileira das Indústrias de Calçados (Abicalçados) e organizada pela NürnbergMesse Brasil.

O presidente-executivo da Abicalçados, Haroldo Ferreira, ressalta que, apesar do cenário incerto, principalmente no mercado internacional, o otimismo com a retomada do setor será a tônica do evento. “Estamos acompanhando o andamento das negociações entre os governos brasileiro e estadunidense e esperamos que até a feira tenhamos novidades positivas”, avalia, destacando que os Estados Unidos são o principal destino internacional do calçado brasileiro e que, mesmo com a taxação, já tem compradores confirmados na feira. 

Ferreira, destaca, ainda, que mesmo diante do cenário nebuloso, as expectativas da indústria são de um crescimento de até 1,4% na produção em 2025, alcançando mais de 940 milhões de pares produzidos. Já para 2026, as projeções são de sequência no crescimento, podendo chegar a 2%, alcançando mais de 960 milhões de pares produzidos. “Os reflexos dessas projeções devem ser sentidos na BFSHOW, que é o grande momento da indústria calçadista nacional”, projeta o dirigente. 

Mais pré-credenciados
Os números de compradores credenciados corroboram o otimismo para a feira. Segundo o CEO da NürnbergMesse Brasil, João Paulo Picolo, o pré-credenciamento total está 11% maior do que no mesmo período do ano passado. “Levando para o mercado internacional, já são 34% mais importadores credenciados”, comemora. 

Com um Programa Comprador realizado em parceria com os próprios expositores, a feira contabiliza cerca de 670 convidados pela iniciativa, sendo mais de 160 deles internacionais de mais de 30 países. “A assertividade dos convites é um dos destaques da BFSHOW, que desde seu princípio trabalha em total sinergia com os anseios de seus expositores”, explica Picolo, ressaltando que a maior parte dos visitantes vêm por conta própria por entender a “relevância do evento como a maior vitrine do calçado brasileiro para o mundo”.

Conteúdos
Além de negócios, a BFSHOW traz conteúdos de relevância para os lojistas e importadores. O espaço da Arena BFSHOW (Rua B, localização B107) recebe, no primeiro dia da feira (10), a partir das 17h20, uma palestra sobre tendências e inspirações para a estação de Outono/Inverno. O objetivo da apresentação de Luana Lanzini e Luana Savadinitzky, do portal Fashion Directions, é ser um “guia de compras” para uma maior assertividade nos negócios. Às 18h é a vez de Eric Chien e Gabriela Pereira, head de Moda e gerente de contas do TikTok, respectivamente. Eles falarão sob o tema “Do feed à venda: histórias reais de como o conteúdo vende calçados no TikTok Shop”, revelando as técnicas de vendas de um dos maiores fenômenos digitais dos anos recentes. 

Já no dia 11, a programação começa às 17h30 com Laís Miranda, da Steal The Look, que falará sobre tendências de moda. Às 18h sobe ao palco Rodrigo Prado, mentor de representantes comerciais, que falará sob o título “O elo que move o mercado”. Com ampla experiência em gestão comercial e comportamento de vendas, o palestrante apresentará uma reflexão sobre a importância da conexão entre marcas, representantes e lojistas para transformar relacionamento em resultado.

Press conference
No segundo dia da BFSHOW (11), às 11h, na Arena, acontece a já tradicional coletiva de imprensa com jornalistas brasileiros e internacionais. No encontro, Ferreira fará uma análise do mercado atual para calçados, tanto no ambiente doméstico quanto internacional, detalhará as principais pautas para a competitividade do setor e fará projeções para curto e médio prazos. Já Picolo falará sobre o primeiro dia de feira e destacará números importantes do evento. A coletiva contará, ainda, com as presenças de representantes da Agência Brasileira de Promoção de Exportações e Investimentos (ApexBrasil) e de empresários expositores. 

SERVICE
5th BFSHOW
Date: November 10–12, 2025 – from 9 a.m. to 7 p.m. on the 10th and 11th, and from 9 a.m. to 5 p.m. on the 12th
Location: Distrito Anhembi (Av. Olavo Fontoura, 1209, Santana, São Paulo, Brazil)

Staged by the Brazilian Footwear Industries Association (Abicalçados) and organized by NürnbergMesse Brasil, BFSHOW enters its fifth edition, reinforcing its global vocation and its strategic role in driving business across the footwear value chain. From November 10 to 12, at the Anhembi District venue in São Paulo/SP, the event will welcome 670 buyers (505 domestic and 165 international) invited by the Buyer Program, a BFSHOW initiative that aims to invite retailers and importers—selected in partnership with exhibitors—to discover and do business with the brands of the largest footwear industry in the West.

Among the invited Brazilian buyers, consolidated companies stand out as they look for strategic partners and innovation. Antonio Carlos Amorim, Purchasing Manager at Armazém Paraíba — a 45-store chain with a strong presence in Piauí, Maranhão, and Bahia — has taken part in the trade show since its first edition. “We look for suppliers that will also be partners in after-sales support. Retail is going through a challenging time, so we want fashion products at affordable prices, especially geared toward Holiday 2026 collections,” he says.

The executive also underscores the event’s networking potential: “BFSHOW is a unique opportunity for negotiations and connections in one of the world’s largest business hubs, with experiences and contacts with people from everywhere.”

Leandro Aparecido Del Bianco, owner of Dolce Store Calçados, a retail brand with two stores in Catanduva (SP), is also looking for opportunities: “We are always looking for new suppliers, with bold products that will help us sell more in our stores,” says the entrepreneur, who has visited the event since the beginning and will be at this edition. “When we take part in something at the scale of this trade show, we seek to be increasingly aligned with high-quality brands and with a higher average price point. That’s why it’s extremely important for us to stay attuned to what the event offers.”

International presence and new markets
The 163 importers invited by the Buyer Program come from 56 countries across the Americas, Europe, Asia, the Middle East, and Africa. The trade show projects to receive around 12,000 visitors in total, with at least 10% of them from overseas.

Among the international guests is Puseletso Mwakalombe, CEO of Glamshoes Limited, Zambia, who is attending the event for the first time. With e-commerce operations focused on the Southern African market (a region comprising several countries in southern Africa), Mwakalombe is seeking premium, innovative products with an emphasis on comfort, sustainability, and design. “Consumers are more attentive to trends and comfort. In addition to footwear, I’m looking for accessories, digital retail solutions, trends, new technologies, and shopping experiences such as virtual stores,” she says.

Content and Services
And to serve visitors seeking not only strong business opportunities but also information and new ideas, BFSHOW will feature a series of talks at the Content Arena. Among them is “The Link That Drives the Market,” by Rodrigo Prado, a mentor to sales representatives who will bring a strategic view of how to align industry, representation, and retail to turn relationships into results. The session “From the Feed to the Sale: Real Stories of How Content Sells Footwear on TikTok Shop” will delve into the platform’s sales experience. The talk will be led by Eric Chien, Head of Fashion, and Gabriela Pereira, Account Manager at TikTok—which will have its own booth at the event, within the area dedicated to specialized services for the footwear sector.

In this dedicated area of the venue there will also be exhibitors such as DataSystem, a software and digital solutions company 100% focused on footwear and apparel retail—which will operate a concept store on the show floor; Shoppub, an e-commerce platform specialized in fashion, with footwear and apparel as the strongest segments in its client base; as well as Linx, a technology specialist with deep expertise in retail management software. Other service providers will also be on site, including Lukaflex, a manufacturer of customized bags made of plastic, paper, and nonwoven (TNT), and Patrus Transportes, a national leader in less-than-truckload (LTL) freight.

“For Patrus Transportes, taking part in the 5th edition of BFSHOW is a strategic and valuable opportunity to connect with the key players in the sector, strengthen our market presence, and expand our network of relationships. The trade show is a vibrant business environment, where every conversation can turn into a promising partnership and every contact can open doors to new possibilities,” concludes Clóvis Severino, the company’s Commercial Director.

SERVICE
5th BFSHOW
Date: November 10–12, 2025 – from 9 a.m. to 7 p.m. on the 10th and 11th, and from 9 a.m. to 5 p.m. on the 12th
Location: Distrito Anhembi (Av. Olavo Fontoura, 1209, Santana, São Paulo, Brazil)