Brazilian Footwear — the export promotion program for the footwear industry maintained by the Brazilian Footwear Industries Association in partnership with the Brazilian Trade and Investment Promotion Agency — is entering a new phase. The initiative reflects an evolution in the expression of its identity while preserving the essence built throughout its trajectory of promoting Brazilian footwear in international markets.

The Communications Coordinator at the Brazilian Footwear Industries Association, Alice Rodrigues, emphasizes that the update enhances legibility, presence, and digital performance, while preserving the brand’s essence — built on a passion for footwear, diversity, and creativity. “After 15 years of consistent use of the previous identity, the update was developed to make it clearer, more present, and more effective across contemporary applications, especially in digital environments. Key improvements include more vibrant and better-balanced colors, as well as a refined icon, preserving the concept of the step as the synthesis of the brand,” she explains.

Brand Evolution
The visual evolution reflects the Program’s own maturity and reinforces its role in representing Brazilian footwear internationally, connecting image, positioning, and competitiveness in global markets. “This renewal stems from the understanding that the brand already had a very solid and recognizable foundation. The goal was not to change its essence, but to elevate it visually for the present, preserving the elements that have always defined Brazilian Footwear,” she concludes.

The new identity will be gradually implemented across Brazilian Footwear’s channels, materials, and applications.

About the Brazilian Footwear Industries Association:
The Brazilian Footwear Industries Association (Abicalçados) represents the national footwear industry — the fourth-largest footwear producer in the world and the largest in the Western Hemisphere. Founded in 1983 and headquartered in Novo Hamburgo, the association brings together companies of all sizes that account for more than 65% of the total pairs produced in the country. The entity 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 at abicalcados.com.br.

About Brazilian Footwear:
Brazilian Footwear is an export promotion program developed by the Brazilian Footwear Industries Association in partnership with the Brazilian Trade and Investment Promotion Agency. The program aims to increase the international presence of Brazilian companies and their brands through development initiatives, as well as commercial and image promotion actions. Currently, around 300 companies are supported by the program, which generated US$ 128.3 million for participating Brazilian companies over the past year. Participation is free of charge, and interested companies should contact Abicalçados. Learn more at brazilianfootwear.com.br.

About the Brazilian Trade and Investment Promotion Agency:
The Brazilian Trade and Investment Promotion Agency (ApexBrasil) works to promote Brazilian products and services abroad and attract foreign investment to strategic sectors of the Brazilian economy. To achieve these goals, ApexBrasil carries out a wide range of trade promotion initiatives aimed at boosting exports and enhancing the value of Brazilian products and services in international markets, including prospecting and trade missions, business matchmaking rounds, support for the participation of Brazilian companies in major international trade shows, as well as hosting visits from foreign buyers and opinion leaders to experience Brazil’s production capabilities, among other business platforms designed to strengthen the Brazil brand. The Agency also works in coordination with public and private stakeholders to attract foreign direct investment (FDI) to Brazil, focusing on strategic sectors to enhance the competitiveness of Brazilian companies and the country. Learn more at apexbrasil.com.br.