The Mission to Colombia, held by the Brazilian Footwear Industries Association (Abicalçados) in partnership with the Brazilian Trade and Investment Promotion Agency (ApexBrasil), as part of Brazilian Footwear—an export-incentive program—should generate R$ 5.22 million (US$ 987 thousand). The figures include deals closed and negotiated during the event, held on January 21–22 in Bogotá. 

As the fifth main destination for Brazilian footwear exports, Colombia is a growing market for Brazilian-made shoes. According to Carla Giordani, from Abicalçados’ Business Unit, the 21 brands supported by the export-incentive program held more than 100 business meetings with local buyers and also with buyers from neighboring countries, especially Mexico. “Buyers—particularly Colombians—are very receptive to Brazilian footwear, due to its quality, innovation, and design,” says Carla, noting that more than 80% of the contacts made were new. In other words, it is a consolidated event that has been attracting the attention of buyers beyond the brands’ traditional relationship networks.

Taking part in the Mission to Colombia for the first time, Freeway, from Franca/SP, was very pleased with the experience. According to the footwear company’s sales manager, Adriana Dias Rinaldi, countless contacts were made over the two days. “We already have some promising deals in progress. It was a very positive experience for Freeway, especially because we were in front of a market as large as Colombia’s,” she says. 

The positive outlook is echoed by Samir Nakad, director of Sameka, from Birigui/SP. “I’m very satisfied with our participation, having the opportunity to get to know a market that we previously didn’t have access to, thanks to Abicalçados’ work. Colombian buyers are very similar to Brazilian buyers, in cultural terms and also in footwear preferences. We will certainly have many deals in the future, and our feeling is that we are going to take off in this market,” says the executive. 

Market
Brazil is the second leading international supplier of footwear to the Colombian market, with a 20% share—behind only China, with 57%. According to data compiled by Abicalçados, in 2025 Colombia imported 8.9 million pairs of Brazilian-made footwear for US$ 40 million, a value 8.8% higher than that recorded in 2024.

Taking part in the Mission to Colombia, supported by Brazilian Footwear, were the brands Actvitta, Bebecê, Beira Rio, BKR, BR Sport, Capodarte, Dian Patris, Dumond, Freeway, Manchester, Miss Love, Modare Ultraconforto, Moleca, Molekinha, Molekinho, Sameka, Santa Flor, Santinelli, Tork, Via Marte, and Vizzano.

About Brazilian Footwear:
Brazilian Footwear is an export incentive program developed by Abicalçados in partnership with ApexBrasil. This program aims to increase the presence of the Brazilian industry and its brands in the international market through development actions, commercial promotion and image. Currently, about 300 companies are served by the program, which last year generated US$ 128,3 million for Brazilian companies supported by Brazilian Footwear. Learn more: brazilianfootwear.com.br | abicalcados.com.br/brazilian-footwear. 

About ApexBrasil: 
Brazilian Trade and Investment Promotion Agency (ApexBrasil) is the Brazilian government’s trade and investment promotion agency. Regarding the investment activity, we support international investors as they analyze the opportunities to establish a plant in Brazil, start a partnership with a Brazilian company, or commit capital in Brazil through funds and companies. Our goal is to satisfy investors needs and generate results as we attract technology, innovation, new companies and generate jobs in Brazil. Learn more: https://apexbrasil.com.br/br/en.html#home.