In 2020, the Portuguese Shoes campaign also highlights sustainability as a fundamental goal for the sector’s future. The sexiest industry in Europe is celebrating 10 years of communication campaigns and has created a movement to integrate sustainability into the daily life of its key stakeholders. With João Jesus as leading figure, the campaign had the sea as main inspiration.
This Portuguese Shoes campaign, "We are the FOOTure”, emerges after the launching of the sector's Action Plan of the Footwear Cluster for Sustainability. The document is divided in three axes (Planet, People and Companies) and presents 12 measures, distributed by over 50 actions, with the goal of making "the Portuguese footwear industry a leader in the development of sustainable solutions”.
With a constantly changing global context, where the environmental agenda is a determinant factor for everyone’s survival, it is up to us to be on the leading edge when it comes to innovative solutions. New materials, cleaner technologies and an increasingly sustainable production are the foundation of this action plan that are already being implemented by the sector among its key stakeholders.
We are the story of what we want to become, we are the change and a desire for the future.