From children’s footwear signed by Ronaldinho Gaúcho to travel bags, companies invest in national identity
With only a few days to go before the official start of the World Cup, the Brazilian footwear industry is leveraging the competition’s strong emotional appeal and the country’s passion for soccer to win over consumers. Trends centered around green and yellow are taking center stage at BFSHOW, the main meeting point for the sector in Latin America. The trade show serves as a strategic hub for business and showcases what is expected to stand out both inside and outside stadiums during the tournament. To fuel the pursuit of a sixth title, brands have invested in themed collections inspired by the colors of the national flag, spanning casual and sports lines, as well as travel accessories geared toward the championship.
For the women’s segment, Cimar has developed variations of low-top sneakers and flats in fabrics featuring green, yellow, blue, and white, with the Brazilian flag stitched onto them, already posting strong sales performance. According to founder Telvia Figueiredo, the brand’s proposal is to strengthen the consumption of items that reflect Brazil’s national identity with the same intensity seen in other countries, making this style common even after the tournament ends. “We want Brazil to see its nationality as something unique and wear the colors of its own flag.”
Meanwhile, BKR Calçados has invested in a limited-edition collection for the World Cup. The line features four models in green and white, with sporty options made from elastane and printed laces, following a vibrant and laid-back concept. In the casual segment, the brand also presents a model in synthetic suede incorporating the colors of the Brazilian flag. “We’ve already sold out our stock. Now, we are preparing replenishment to keep consumption strong in this final stretch. It’s a fast-selling product, because Brazilians are passionate about the World Cup,” says the brand’s director, Ivan Brandão.
Young fans have also received a major boost. Calçados Dyan introduced at BFSHOW a special World Cup collection developed in partnership with one of the greatest icons of the Brazilian national team: Ronaldinho Gaúcho. With models available up to size 35, the Turma do R10 line features futsal soccer cleats and sneakers in a variety of colors, moving away from the traditional green and yellow and investing in shades of black, white, gold, and blue. All models feature the player’s silhouette and signature.
Even after the World Cup, the line will remain in the brand’s portfolio, which is betting on continued use among children. “Soccer, with or without the World Cup, is always on the rise and is expected to remain prominent in the children’s segment. In addition, Ronaldinho Gaúcho will launch the the Turma do R10 linewhich should bring him even closer to this audience,” highlights the company’s director, Rosalen Saciloto.
The themed style goes beyond footwear. Tonin has developed a line of suitcases designed for those traveling during the period or even representing Brazilian fans in the stands at stadiums across the United States, Mexico, and Canada.
And if the idea is to wear the iconic yellow jersey, BFSHOW also showed its support. The 6th edition of the event embraced the World Cup as its central theme. In addition to the special décor, it featured an exhibition of Historic Jerseys the Brazilian national team. Among the highlights was the classic 1970 kit, autographed by Pelé—the year of Brazil’s third World Cup title—alongside memorabilia from other national teams, such as rivals Argentina national football team.
