A return to its origins sets the tone for Motherland, the new
international campaign to promote Portuguese footwear, starring actor
José Condessa.
When everything is ephemeral and swaying, what
remains is what keeps us grounded. At a time when the future is being
mapped by the minute, the footwear industry is repositioning itself on
what has always been its foundation, focusing its strategy on secure
values. Experience, know-how, quality and durability of raw materials
and products are the unique roots of the national footwear market. It’s
through its traditional and historical links to craftsmanship that the
industry innovates and grows agile and consistent. "It is possible to
produce quality footwear in Europe, with avant-garde design and fair
prices”, proclaims Paulo Gonçalves, APICCAPS Communications Director,
and the results are in plain sight. In the last 15 years, exports have
increased by more than 40% and Portugal has become the second-largest
exporter of European footwear (surpassing Spain), landing in 174
countries. Portugal has also achieved one of the highest average export
prices in the world. A work in progress, rooted in the past, but
renewing itself every year, listening to the needs and geographies of
today. A present that respects its origins and what is more fruitful.
