Author: Diego

Aiming to expand access to relevant content for the more than 12,000 retailers expected at the event, the 6th edition of BFSHOW, The biggest footwear tradeshow in Latin America, introduces a new attraction: Live Commerce BFSHOW, a space dedicated to practical workshops and interaction with digital sales specialists. The trade show takes place from May 18 to 20 at Distrito Anhembi, in São Paulo/Brazil, bringing together more than 350 Brazilian brands. The event is hosted by the Brazilian Footwear Industries Association (Abicalçados) and organized by NürnbergMesse Brasil (NMB).

For this edition, the highlight of the content program will be the live commerce workshops, an online sales format that combines live streaming with e-commerce, allowing products to be purchased instantly during the broadcast. A global trend that gained momentum during the pandemic, live commerce not only humanizes sales — and perhaps because of that — but also delivers conversion rates six to ten times higher than traditional e-commerce sales, according to a survey by Nuvemshop. The initiative brings together three major partners: TikTok Shop, Shopee and the Nós Somos Moda group. Throughout the three-day program, they will take part in a space sponsored by Sebrae Nacional that combines learning with hands-on application. In the area, participants will be able to follow content sessions and also experience, in practice, how to structure and execute product-focused live streaming broadcasts.

According to Abicalçados Relationship and Business Manager Letícia Sperb Masselli, the BFSHOW live commerce workshops were created to connect retailers with the strategies, tools and platforms that are transforming sales in the digital landscape. “In practical sessions led by major players and industry specialists, participants will discover how traditional retail can expand its reach, strengthen customer relationships and generate better results through online sales,” explains the manager. She adds that, throughout the three days of the trade show, the workshops will feature real-world experiences, best practices and digital market trends, helping participants explore new sales channels and keep pace with the new dynamics of retail.

Hands-On Experience
The main differentiator of the workshops is demonstrating, in practice, how live commerce works in practice. Through the initiative, retailers will learn the first steps, from product selection to the creation of effective scripts and the available platforms. “It is a valuable opportunity for those looking to strengthen their online presence and keep up with the new dynamics of retail,” highlights BFSHOW Head at NMB, Felipe Marchioni.

Highlighting Nuvemshop’s survey showing that only 8% of online retailers invested in live commerce in 2025, while 31% stated they intend to start using the strategy in 2026, Marchioni notes that the tool can bring competitive advantages for the footwear sector. “Brazilian e-commerce entered 2025 with its eighth consecutive year of growth, generating revenues of R$ 235 billion, 15% higher than in 2024 (ABComm). In this scenario, live commerce tools can represent an important competitive differentiator for the sector,” he emphasizes.

Interested participants can register free of charge (limited to 20 people per session) through the link. link.

Sessions at the BFSHOW Arena
In addition to the workshops, the BFSHOW program will feature sessions focused on retail trends and transformations, as well as a panel on the future of footwear and the growing marketplace trend. Among the topics scheduled are changes in communication, the increasing use of Artificial Intelligence tools in retail operations, fashion trends (Summer 2027 buying guide) and marketplace competitiveness strategies. The content program will be open to all BFSHOW attendees.



Check out the full schedule:
Live Commerce BFSHOW Workshops* (Street I – Booth I15):
May 18 (Monday)18/5 (Lunes)
10 a.m. – TikTok Shop – Live Shop in Practice: How to Use Live Streaming to Accelerate Your Business Growth
1 p.m. – Nós Somos Moda – Before Hitting Play: The Communication Strategy That Makes a Live Stream Sell
2 p.m. – Nós Somos Moda – How to Attract the Right Audience to Your Live Stream: Strategy and Execution in Practice
3:30 p.m. – Shopee – From Mobile to Cart: Scale Up to 10x with Shopee Live and Video

May 19 (Tuesday)
10 a.m. – TikTok Shop – Live Shop in Practice: How to Use Live Streaming to Accelerate Your Business Growth
1 p.m. – Nós Somos Moda – Before Hitting Play: The Communication Strategy That Makes a Live Stream Sell
2 p.m. – Nós Somos Moda – How to Attract the Right Audience to Your Live Stream: Strategy and Execution in Practice
3:30 p.m. – Shopee – From Mobile to Cart: Scale Up to 10x with Shopee Live and Video

May 20 (Wednesday)
10 a.m. – TikTok Shop – Live Shop in Practice: How to Use Live Streaming to Accelerate Your Business Growth
Each workshop will last approximately 40 to 60 minutes.

Sessions (BFSHOW Arena):
May 18 (Monday)18/5 (Lunes)
5 p.m. – Victoria Thomaz and Ana Luísa Ribeiro Martins Footwear Consumers Have Changed. Does Your Company’s Communication Know That?
O consumidor de calçados mudou. A comunicação da sua empresa sabe disso?
5:30 p.m. – Chai Demarch
Entrepreneurship Is My Fashion – How to Build Real Profitability and Become a Market Reference
6 p.m. – Caio Camargo
Retail in the Age of AI: Operations Are the New Marketing

May 19 (Tuesday)
5 p.m. – Bruna Mayer
Summer 2027 Must-Haves
5:40 p.m. – Daniela Shinzato, Leila Carcagnoli, Bruna Matta and Marcella Bueno Marana, moderated by Viviane Vilella Connecting the Future of Footwear with Brazil’s Leading Marketplaces
Conectando o futuro do calçado com os maiores marketplaces no Brasil


SERVICE
6th BFSHOW
Date: May 18-20, 2026
Time: May 18 and 19, from 9 a.m. to 7 p.m. | May 20, from 9 a.m. to 5 p.m.
Location: Distrito Anhembi, São Paulo, Brazil
More information and registration: www.bfshow.com.br www.bfshow.com.br.

With its provisional entry into force on May 1 (covering the trade chapter), the Mercosur–European Union trade agreement brings optimism for the 6th edition of BFSHOW. The biggest footwear trade show in Latin America, held at the Distrito Anhembi venue in São Paulo/SP, will feature more than 350 Brazilian footwear brands, representing more than 75% of the country’s footwear production. The trade show, held by the Brazilian Footwear Industries Association (Abicalçados) and organized by NürnbergMesse Brasil, will be held from May 18 to 20.

According to Abicalçados Business and Relationships Manager Letícia Sperb Masselli, despite the challenging international market scenario, the entry into force of the trade agreement—discussed for more than 26 years—brings optimism to the Brazilian footwear industry. “Last year, the European bloc imported more than 3.2 billion pairs, for which US$ 63.7 billion were paid, accounting for over 40% of total global footwear imports. There is strong potential for Brazilian footwear driven by tariff elimination,” says Letícia, noting that leather footwear, which accounts for 45% of the value exported by Brazil to the European Union, is expected to reach full tariff elimination within up to seven years. Currently, import tariffs on footwear in the European Union range from 3.5% to 17%, depending on the product.

International buyers outlook
According to the head of BFSHOW at NürnbergMesse Brasil, Felipe Marchioni, the 6th edition of the trade show is expected to achieve record international attendance. “In May, we expect to welcome more than 1,500 international buyers, a significant share of them from Europe,” he says. The figure includes importers invited through the BFSHOW Buyer Project as well as those attending independently, driven by the event’s international recognition. “We have the largest industry in the West, and growing demand is natural—especially for importers seeking alternatives to footwear sourced from Asia. We project that, of the total buyers expected at the trade show, more than 12% will be international,” he adds.

One of the European buyers confirmed for the May edition of BFSHOW is Maciej Pelka, CEO of Kondor, a footwear distributor from Poland. Attending the trade show for the first time, the buyer has strong expectations for business. “We already work with Brazilian footwear from women’s brands, which are highly appreciated in the Polish market. At the event, we will kick off a purchase totaling more than 20,000 pairs of leather footwear annually,” says Pelka, who also notes interest in expanding business with new Brazilian manufacturers.

Attending BFSHOW for the second time, buyer Kevin Plaku, CEO of Kevin Class, a network of 11 stores in Albania, notes that the Brazilian footwear showcased at the event combines quality and a wide variety of styles, generating strong expectations for deals. “If prices meet our expectations, we are considering purchasing more than 20,000 pairs at the event and throughout the year,” he says.

The trade show
With less than three years of existence, BFSHOW is already the biggest footwear trade show in Latin America. Held in a space of more than 33,000 square meters, in the financial heart of the continent, the trade show is expected to welcome more than 12,000 buyers from across Brazil and from over 40 countries throughout its three-day run.

Registration for the trade show is open at www.bfshow.com.br

SERVICE

6th BFSHOW
Date: May 18-20, 2026
Time: May 18 and 19, from 9 a.m. to 7 p.m. | May 20, from 9 a.m. to 5 p.m.
Location: Distrito Anhembi, São Paulo, Brazil

Major footwear retail chains are already planning ahead and rely on a strong ally to do so. Bringing together, in a single venue, a wide range of brands, services, and exclusive content, BFSHOW is a must-attend event for industry buyers — and a strategic environment for doing business. Considered the biggest footwear tradeshow in Latin America, the 6th edition of the event will take place from May 18 to 20 at Distrito Anhembi, in São Paulo/SP. The event is held by the Brazilian Footwear Industries Association (Abicalçados) and organized by NürnbergMesse Brasil (NMB).

Easy access to brands from all segments and Brazilian production hubs is one of the key differentiators highlighted by BFSHOW visitors, alongside the venue’s segmented layout — which, according to buyers, streamlines the visit. “BFSHOW has established itself as one of the key moments of the year for our market. It is an opportunity to explore products, align strategies with suppliers, and start outlining the next purchasing cycles with greater confidence. The entire structure provided greatly facilitates the decision-making process,” says Rouget Ortiz, men’s footwear buyer at Lojas Pompéia.

Founded in 1953, in the city of Camaquã/RS, the company is one of the leading fashion retail chains in southern Brazil. With more than 90 stores located across the states of Rio Grande do Sul and Santa Catarina, Lojas Pompéia has been taking part in BFSHOW since its second edition. “We have been able to follow the evolution and growing relevance of the trade show within the sector over the past years,” adds Rouget Ortiz. According to him, in May the chain will be looking for new collections, consumer trends, design, and new brands. “We also aim to find more competitive purchasing conditions, business opportunities, and expand our networking.”

The event has also established itself as an important hub for attracting retailers from the Northeast. Among the exhibitors, around 12% represent the region. Northeastern retail chains MIB and Éconis highlight the event as the main meeting point for the industry’s leading players and trends. “We always seek to stay up to date with the latest developments, and BFSHOW provides us with that environment. Today, it is one of the biggest trade shows in Brazil, with strong influence on fashion trends,” says Ronilson Oliveira, partner at MIB, a footwear and accessories retail chain. With 42 stores operating across 21 cities in Bahia, Minas Gerais, and Espírito Santo, the executive uses the event to map market movements and adjust the product mix more assertively. Participation also serves as a barometer for trends expected to impact retail in the coming cycles, while reinforcing established partnerships, according to him.

Bethania Cavalcante, buyer at Grupo Éconis, will also attend the trade show with an eye on the upcoming season. A frequent visitor to BFSHOW, she looks for collections with competitive differentiators for the points of sale. The company’s strategy is to prioritize products that stand out in store windows and stimulate renewed consumption, while also expanding the range of brands available in its stores. “We expect a collection that brings differentiators to capture our customers’ attention, as well as suppliers capable of interpreting fashion trends in an attractive way, with fair pricing,” she says. The retail chain has more than 60 stores across the states of Paraíba, Alagoas, and Ceará.

With the presentation of new collections and the presence of professionals from both industry and retail, BFSHOW serves as a platform for decisions that directly impact retailers’ planning throughout the year, while also reflecting the movements and priorities of the Brazilian footwear sector. The expectation for May is to welcome 12,000 visitors, both domestic and international.



Service
6th BFSHOW
Date: May 18-20, 2026
Time: May 18 and 19, from 9 a.m. to 7 p.m. | May 20, from 9 a.m. to 5 p.m.
Venue: Distrito Anhembi, in São Paulo/SP

Considered the biggest footwear tradeshow in Latin America, BFSHOW will have more than 75% of the sector’s annual production — over 900 million pairs — represented. With major names confirmed, such as Alpargatas, Grendene, Calçados Beira Rio, Ramarim, Democrata, Ferracini, and Pimpolho, among other industry giants, the sixth edition of the trade show will take place from May 18 to 20 at Distrito Anhembi, in São Paulo/SP. The event is held by the Brazilian Footwear Industries Association (Abicalçados) and organized by NürnbergMesse Brasil (NMB).

Highlighting the strength of the Brazilian footwear industry — the largest in the West in terms of production — the Executive President of the Brazilian Footwear Industries Association (Abicalçados), Haroldo Ferreira, emphasizes the positive expectations for the trade show. “BFSHOW is the key moment for our industry to connect with the world, consistently generating very positive expectations not only in the domestic market, but also internationally,” he says. In the most recent edition, held in May last year, more than R$ 240 million were generated in international business alone. 

Growth
The CEO of NürnbergMesse Brasil (NMB), João Paulo Picolo, emphasizes that the positive expectations are reflected in the strong engagement of Brazilian companies, from all Footwear Local Productive Arrangements (LPA), sizes, and production segments. “BFSHOW is the main business showcase for Brazilian footwear to the world. An event that brings together the best of the industry and offers national and international buyers opportunities for qualified networking, experiences, and strong business deals,” he states. For the 6th edition of BFSHOW, more than 350 Brazilian brands are expected, with an anticipated attendance of over 12,000 national and international buyers. 

Havaianas present
After a 2025 marked by an EBITDA (earnings before interest, taxes, depreciation, and amortization) of R$ 866 million — an impressive 145% increase compared to 2024 — Alpargatas (Havaianas) is preparing a special moment for BFSHOW. During the trade show, the company, which sold more than 205 million pairs throughout last year, will launch 100% of its new Summer collection. According to Monize Sales, Trade Marketing Manager for the Specialized Channel at Alpargatas, participating in BFSHOW — held for the past three years (always in May) — is a key moment that brings together business, brand positioning, and the strengthening of B2B relationships with major clients, both in the domestic and international markets. “At BFSHOW, we welcome all our main clients from Brazil and Latin America. It is the main growth driver for the brand across the continent,” she emphasizes.  

Pimpolho: a key moment
With a 10% growth in 2025, Pimpolho sees BFSHOW as an extremely relevant moment for the footwear sector, as it brings together the main market players and creates an environment conducive to generating business, strengthening client relationships, and opening new commercial opportunities. According to the company’s director, Carlos Eduardo Padula, the children’s brand is confident that the trade show will be an excellent opportunity to strengthen partnerships and continue the growth recorded in the first two months of 2026, estimated at 29%. “Virtually our entire Spring-Summer collection will be presented during BFSHOW, as we understand that the trade show is the main moment to launch seasonal novelties to the market,” he says, adding that, in addition to its traditional lines focused on early childhood, the company will reinforce its Phase 4 Line (sizes 28 to 34), launched at the end of 2025 and already showing excellent market acceptance. With an annual production of around 4 million pairs — including footwear, socks, and accessories for children — Pimpolho expects revenue to grow by more than 25% in 2026. players do mercado e cria um ambiente propício para geração de negócios, relacionamento com clientes e abertura de novas oportunidades comerciais. Segundo o diretor da empresa, Carlos Eduardo Padula, a marca infantil está confiante de que a mostra será um excelente momento para fortalecer parcerias e dar sequência ao crescimento do primeiro bimestre de 2026, estimado em 29%. “Praticamente toda a coleção Primavera-Verão será apresentada durante a BFSHOW, pois entendemos que a feira é o principal momento para lançar ao mercado as novidades da estação”, informa, adiantando que, além das linhas tradicionais voltadas à primeira infância, a empresa reforçará sua Linha Fase 4 (numeração 28 a 34), lançada no final de 2025 e que já vem apresentando excelente aceitação no mercado. Com uma produção anual de cerca de 4 milhões de pares, entre calçados, meias e acessórios voltados ao público infantil, a Pimpolho prevê crescimento de mais de 25% em faturamento para 2026.

Freeway: positive expectations
One of Brazil’s leading producers of men’s footwear, Freeway also holds positive expectations for the 6th edition of BFSHOW. Participating since the first edition of the event, in 2023, the company sees the trade show as its main opportunity to present its collections to both domestic and international markets. “We take part in both editions every year. In the May edition, we see stronger attendance from domestic buyers, while in November there is a significant presence of importers,” explains João Pedro Pimenta Kikuichi, from Freeway’s Marketing team. With a production capacity of more than 1.2 million pairs per year — around 15% of which are exported — the brand will launch 100% of its Summer collection at the event, with highlights including footwear featuring 360º lining and the Automatic model, which promises a “hands-free” slip-on experience. 

Ramarim: optimism despite a “challenging” market
With a production of more than 50,000 pairs of women’s footwear per day, Ramarim is another industry giant set to attend BFSHOW. The company’s Marketing Manager, Nelson Magagnin, highlights that expectations for the event are high, even in a “challenging” market environment. The optimism is driven by the strong alignment of the collection with consumer expectations. “At the trade show, we will present our full collection, as it is essential to showcase all our new releases to retailers during this key meeting moment,” Magagnin says, highlighting the success of the Total Comfort line. 

Registration for the 6th edition of BFSHOW is now open at www.bfshow.com.br


Service
6th BFSHOW
Date: May 18-20, 2026
Time: May 18 and 19, from 9 a.m. to 7 p.m. | May 20, from 9 a.m. to 5 p.m. 
Location: Distrito Anhembi, São Paulo, Brazil

Registration is now open for the 6th edition of BFSHOW, the biggest footwear tradeshow in Latin America. Held by the Brazilian Footwear Industries Association (Abicalçados) and organized by NürnbergMesse Brasil (NMB), the event will take place on May 18, 19 and 20 at Distrito Anhembi, in São Paulo/SP.

BFSHOW is one of the country’s main showcases for footwear business, aimed exclusively at industry professionals and attracting both domestic and international buyers. Held twice a year, the trade show presents collections from more than 350 Brazilian brands of women’s, men’s, children’s and sports footwear, as well as handbag manufacturers, service providers for retail and strategic content for retailers looking to stay updated on trends, sales and e-commerce.

At this edition, the trade show embraces a theme with strong popular appeal by celebrating the men’s FIFA World Cup. The choice, aligned with the period leading up to the start of the tournament, uses the sport’s aesthetics as a platform to emphasize the quality of Brazilian footwear and provide an even more memorable experience for visitors. The expectation for May is to welcome 12 thousand attendees.

To secure participation, registration must be completed in advance on the website.

Event Details:
6th BFSHOW
Date: May 18-20, 2026
Time: May 18 and 19, from 9 a.m. to 7 p.m. | May 20, from 9 a.m. to 5 p.m.
Location: Distrito Anhembi, São Paulo, Brazil
More information and registration: www.bfshow.com.br

The biggest footwear tradeshow in Latin America, the 6th BFSHOW already has more than 90% of its exhibition space sold. The event, hosted by the Brazilian Footwear Industries Association (Abicalçados) and organized by NürnbergMesse Brasil, will take place from May 18-20 at Distrito Anhembi, in São Paulo, Brazil.

Brazil’s footwear industry sees the event as an opportunity to boost business during the sector’s most important season—when Summer collections are sold. “In last May’s edition, we welcomed more than 12,000 buyers, including 1,200 international visitors from 50 countries, which shows BFSHOW’s reach,” says Abicalçados’ Executive President, Haroldo Ferreira. At last year’s edition, international business alone generated more than BRL 240 million for exhibitors.

Expectations
The CEO of NürnbergMesse Brasil, João Paulo Picolo, highlights that only a few spaces are still available to secure a spot in the leading international showcase for Brazilian footwear. “We have exhibitors from every segment, of all sizes, and from footwear hubs across the country. Being at BFSHOW today is an excellent sales opportunity.” According to Picolo, the trade show is expected to surpass 350 exhibiting brands, as well as the 12,000 visitors recorded at the last edition.

More information for companies interested in exhibiting their products is available at the link. link.

SERVICE
6th BFSHOW
Date: May 18-20, 2026
Location: Distrito Anhembi, São Paulo, Brazil

The exponential growth of BFSHOW — which, in just two years, has already consolidated itself as The biggest footwear tradeshow in Latin America — was recognized at the 2025 Prêmio Caio. Created in 1999, the award featured more than 2,000 entries and is considered the “Oscars of Events.” The ceremony took place on the evening of December 8 at Expo Center Norte, in São Paulo, Brazil.

The trade show was a finalist alongside competitors such as VTEX Day, Feicon, and APAS Show in the B2B Trade Shows category. The award-winning case relates to BFSHOW’s exponential growth, whose fourth edition took place from May 19 to 21, 2025. With 353 Brazilian footwear brands across a 12.4-thousand-square-meter area at Distrito Anhembi, in São Paulo, Brazil, the trade show welcomed 12,339 visitors—more than 10% of them international, from all five continents. “This impressive performance represented growth of more than 140% in the number of exhibitors, 124% in occupied area, and 143% in attendance compared to its inaugural edition, in November 2023,” says the trade show’s head at NürnbergMesse Brazil, Felipe Marchioni.

Strategic event
Letícia Sperb Masselli, Relationship and Business Manager at the Brazilian Footwear Industries Association (Abicalçados), emphasizes that with each new edition, BFSHOW continues to strengthen its position as a strategic showcase for Brazilian footwear—focused on results, a qualified audience, and an enhanced experience. “With the goal of becoming the industry’s leading event—featuring a professional operation, management carried out jointly with business leaders, and a trade show designed for efficient visits by retailers and international buyers—the event has become a benchmark for launches and business for the domestic industry, and a milestone on the international footwear calendar,” she says. 

The trade show
Held by the Brazilian Footwear Industries Association (Abicalçados) and organized by NürnbergMesse Brazil, BFSHOW will hold its sixth edition from May 18 to 20, 2026, at Distrito Anhembi, in São Paulo, Brazil.


About Abicalçados
The Brazilian Footwear Industries Association (Abicalçados) represents the national footwear industry, the world’s fourth-largest footwear producer and the biggest in the West. Founded in 1983, Abicalçados is headquartered in Novo Hamburgo, in the state of Rio Grande do Sul, and its members include companies of all sizes, accounting for more than 65% of all pairs produced in Brazil. The association represents an industry that directly employs more than 290,000 people. Its mission is to represent, defend, develop, and promote the Brazilian footwear industry with respect, excellence, and results. Learn more: abicalcados.com.br.

About NürnbergMesse Brazil
NürnbergMesse Brazil is one of the country’s three largest event and exhibition organizers. A subsidiary of the NürnbergMesse Group, it hosts some of Latin America’s most important business gatherings, bringing together suppliers, distributors, and resellers from a wide range of economic sectors. The company’s purpose is to support the development of Brazilian industry and strengthen Brazil’s relevance in foreign markets. Among its leading events in the country are BFSHOW, Expo Revestir, Haus Decor Show, PET South America, PET VET, FCE Pharma, FCE Cosmetique, Analitica Latin America, Glass South America, ABRAFATI SHOW, Construlev Expo and Catarina Aviation Show.

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. 

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.