The 7th edition of BFSHOW, the largest footwear fair in Latin America, taking place from November 10 to 12 at Distrito Anhembi in São Paulo/SP, has been boosting the engagement of commercial representatives. The main initiative in this context is the BFSHOW Ambassador Program, sponsored by Patrus and developed to recognize the most influential commercial representatives in the market—those most recommended by retailers during the event's accreditation.

According to the Program's regulations, each commercial representative receives an exclusive code to share with their clients and retailer partners. Professionals who drive the most early registrations earn a spot in the spotlight, exclusive accommodation at the Holiday Inn during BFSHOW, and the nomination of two national buyers for the Buyer Program—guests with airfare or lodging paid for by the promoter. In the first edition of the initiative, held last May, there were five winners. “The Program’s main goal is to generate business opportunities for the fair's exhibitors,” highlights Letícia Sperb Masselli, Relationship and Business Manager at the Brazilian Footwear Industries Association (Abicalçados).

Felipe Marchioni, head of NürnbergMesse Brasil (NMB), emphasizes that the initiative recognizes and stimulates the engagement of commercial representatives, “fundamental links in the gear of the footwear industry.” Considered the largest showcase of Brazilian footwear in the world, BFSHOW is the meeting point for the footwear industry and national and international buyers. The 7th edition of the fair is expected to feature about 330 Brazilian brands and receive over 10,500 buyers over its three days, including more than 1,000 international buyers from 50 countries.

What the ambassadors say
A highlight of the Program held in May, with guaranteed lodging and buyer nominations for the November 2026 edition, Pegada’s commercial representative in the Northeast, Edvaldo Israel das Virgens, highlights BFSHOW’s role in the footwear chain. “BFSHOW is currently one of the most important events for the Brazilian footwear industry in the world, bringing together manufacturers, representatives, and buyers from Brazil and abroad. For us representatives, the fair is fundamental to strengthening relationships, presenting new collections, expanding business opportunities, and bringing the industry and retail closer together, contributing to the sector’s growth,” he evaluates.

For João Elias de Souza, representative for Giulia Domna and winner in the Southeast region, the fair is “indispensable” for the category. “It is the moment when major deals are finalized, trends are confirmed, and partnerships are strengthened,” he says. For the November edition, Souza nominated buyers from the stores Carla Medola Style and Loja Capricho.

Marcelo Rocha, representative for the Ferracini and Tchocco brands in the Center-West, highlights the importance of BFSHOW for the entire footwear production chain, from manufacturers to retailers and, of course, the representation. “Representatives increasingly need to support retailers in their purchases to ensure they are more assertive. BFSHOW plays this role because, besides business, it provides us with very important information about trends. It is the sector's meeting point and where retailers should be,” he comments. For the November edition, Rocha nominated buyers from the networks Flávio’s and Ducal Calçados.

Winner of the initiative in the North Region, commercial representative Edson Fabricio, from the Pegada brand, emphasizes that BFSHOW is the ideal environment to strengthen relationships, present launches, and generate business. “As a representative, I see the fair as a unique opportunity to bring brands and clients even closer, understand market needs, and contribute to the growth of the Brazilian footwear industry. I have participated in BFSHOW since its first edition in 2023, and every year, I notice how much it is consolidating itself as a reference for our segment,” he evaluates. For the November edition, the professional nominated buyers from the networks Monte Sinai and Pé de Ouro.

Representing the Grendene brand, Carlos Monteiro was the commercial representative highlighted in the South Region. “BFSHOW is very important for us because it allows us to present the main launches to retailers, in addition to receiving feedback from clients in person,” he says. For the November edition, Monteiro nominated Tureta Calçados and Elros Ki Barato.

The BFSHOW Program Ambassadors for the upcoming 7th edition, to be held from November 10 to 12, 2026, at the Distrito Anhembi in São Paulo/SP, have been recognized.

More information and registration for the BFSHOW Ambassadors Program via email at bfshow@nm-brasil.com.br.

Check out the winners of the May edition:

• NORTH REGION: Edson Fabricio
• NORTHEAST REGION: Edvaldo Israel das Virgens
• CENTRAL-WEST REGION: Marcelo Rocha
• SOUTHEAST REGION: João Elias Souza
• SOUTH REGION: Carlos Monteiro

SERVICE

7th BFSHOW

Date: November 10 to 12, 2026, Tuesday to Thursday

Location: Distrito Anhembi, in São Paulo/SP