World

Portuguese Shoes campaign reaches 28 million people

Mar 4, 2025 Portugal

Promoted by the Portuguese Footwear, Components, Leather Goods Manufacturers’ Association, the international advertising campaign for Portuguese Shoes reached around 28 million people worldwide in 2024

Last year, in addition to being present at major trade fairs, the Portuguese footwear sector developed various promotional initiatives under the BioShoes4all project, supported by the PRR, in order to reposition the industry on the international competitive stage.

By hiring specialised agencies abroad, creating a knowledge roadmap in schools, collaborating with international personalities, being present at the main fashion weeks or implementing a strong digital marketing campaign, the campaign promoted by the Portuguese Footwear, Components, Leather Goods Manufacturers’ Association (APICCAPS) reached almost 28 million professionals worldwide.

For example, almost 20 million people interacted with Portuguese Shoes publications on social networks, one million internet users visited APICCAPS websites and the videos on the Portuguese Shoes YouTube channel were viewed 8 million times. APICCAPS brochures (mailings for professionals, Portuguese Soul magazine and press kits) reached 40,000 professionals from 130 countries. At the same time, the sector participated in more than 40 promotional initiatives.

“This is an ongoing process, but it has allowed us to change the image of Portuguese footwear in the world”, says Paulo Gonçalves, the Portuguese footwear association’s communications director.

For APICCAPS, “it is important to show that it is possible to produce quality footwear in Europe, with avant-garde design and fair prices”, stresses Paulo Gonçalves. In the last 15 years, exports have increased by 52.2% to 1800 million euros per year and Portugal has become the second-largest European footwear producer (surpassing Spain), exporting to 174 countries. The country has also achieved one of the highest average export prices in the world.

“This is a continuous effort that, although based on the past, is renewed every year. It is necessary to continue the dynamic of promoting Portuguese footwear abroad”, he concludes.

Image and Source Credits: apiccaps.pt

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