Brazilian brands participate in the in-person and digital versions of Micam Milano

A trend reinforced during the Covid-19 pandemic, the holding of hybrid events is a reality for the footwear sector. Between September and November, Micam Milano, the largest footwear fair in the world, holds its in-person and digital versions with Brazilian brands supported by the Brazilian Footwear, footwear exports promotion program developed by the Brazilian Footwear Industries Association (Abicalçados) in partnership with the Brazilian Trade and Investment Promotion Agency (Apex-Brasil).

The in-person event is scheduled to take place in the halls of Fiera Milano Rho, in Milan/Italy, from September 19 to 21. Eighteen Brazilian brands will be present at the event with the support of the Brazilian Footwear. Abicalçados' Trade Promotion analyst, Paola Pontin, highlights that expectations are positive in the scenario of recovery of the pandemic, whose effects are still felt in Europe. In Italy specifically, Brazilians need to quarantine, which reduced participation in the in-person event. “Micam's prospects for resumption are good. It is a thermometer for the return of in-person events in Europe, as it is a prominent fair on the continent,” Pontin says, noting that the fair follows all safety protocols. 

The Brazilian brands Cecconello, Madeira Brasil, Verofatto, Carrano, Ammabile, Anamomic Shoes, Moema, Jorge Bischoff, Loucos&Santos, Pegada, Beira Rio Conforto, Moleca, Molekinha, Molekinho, Vizzano, Activitta, BR Sport, and Modare Ultra Conforto participate in the event. 

The digital version of Micam Milano takes place along with the in-person trade show. It is already established in the calendar among Brazilian footwear manufacturers.  The fair takes place between September 15 and November 15 and will feature 21 Brazilian brands. In its most recent edition, with the support of the Brazilian Footwear, Brazilian brands reported the generation of USD 1.5 million between deals carried out during the event and those that began to be negotiated on the digital platform. Pontin adds that Micam Milano is one of the best performing fairs in the digital environment, given its international scope. “For the September edition, Micam and the Brazilian Footwear have been making an effort to promote the Brazilian page to more than 60 thousand buyers, most of them from Europe and the United States,” she says. 

The Brazilian brands Opananken, Pampili, Usaflex, Vizzano, Modare Ultraconforto, Activitta, Capelli Rossi, Kidy, Marrie Josefine, West Coast, Cravo&Canela, Plugt, Ghetz, Dumond, Capodarte, Pegada, Malu Super Comfort, Ferracini, Ferrucci, Cecconello, and Andacco participate in the event.

About the Brazilian Footwear:
The Brazilian Footwear is an exports promotion program developed by Abicalçados in partnership with Apex-Brasil. The program aims to increase exports of Brazilian footwear brands through actions aimed at development, trade promotion, and image, focusing on the international market. Learn more: |

About Apex-Brasil:
The Brazilian Trade and Investment Promotion Agency (Apex-Brasil) works to promote Brazilian products and services abroad and to attract foreign investment into strategic sectors of the Brazilian economy. To reach these goals, Apex-Brasil carries out diverse trade promotion actions that aim to promote exports and to value Brazilian products and services abroad, such as prospective and trade missions, business networking meetings, support for the participation of Brazilian companies in important international fairs, and visits from foreign buyers and opinion formers to get to know the Brazilian manufacturing structure, among other business platforms that also aim to strengthen the Brazil brand.   Learn more: