Laura O’Brien: the Atlanta Shoe Market facilitates real business

Laura O’Brien, the Executive Director of the Atlanta Shoe Market, has followed an unconventional route into footwear. She began her journey with a degree in Medical Technology before changing careers. She joined the event as Assistant Director, entering a sector where relationships and repeat business were already central to trade.

Within months of starting the role, the show’s leadership changed, prompting her to apply for the role despite her limited experience in the position. O’Brien recalls: “I asked them to give me six months and said that if they were not satisfied, we would part as friends. That was over four decades ago”.

Today, she oversees every aspect of the Atlanta Shoe Market, from exhibitor relations and strategic direction to ensuring the show provides a productive setting for brands and retailers. “The Atlanta Shoe Market is more than just an event, it’s a working marketplace and a community”, and its longevity rests on trust, consistent delivery and a community that returns season after season.

“The Atlanta Shoe Market has a long-standing legacy as the largest and longest-running footwear trade show in the United States”, the Executive Director shares, having grown from a regional gathering to become a national, and increasingly international, destination for brands and buyers. This evolution has been steady rather than disruptive, “bringing together the right brands and the right retailers in a focused environment, while continuously refining the experience”.

“Today”, O’Brien highlights, “the show is sold out, highly curated and designed for productivity. We have grown not by trying to be everything to everyone, but by being exceptionally good at what matters most: facilitating real business.

In terms of its role within the US footwear industry, the Atlanta Shoe Market is positioned as a place where transactions are expected, not merely explored. “For brands, it provides a focused platform to present collections to qualified, ready-to-buy retailers. For retailers, it is one of the most efficient ways to see a broad range of products and make informed buying decisions over a short period of time”.

According to the organiser, a key differentiator is the calibre of attendees, characterised as decision-makers who value long-standing relationships and operate with clear purchasing intent. O’Brien notes that, “in an industry where time, margins and inventory management are critical, this level of efficiency and trust is what makes the Atlanta Shoe Market so relevant and impactful”.

On current trends, she highlights the sustained demand for comfortable footwear, with an increased focus on design and materials. “Consumers want versatility, quality materials and products that can transition across multiple uses”. Well-performing segments include athleisure, refreshed casual lines and “fashion comfort” propositions that blend practicality with updated styling.

“From a retail perspective, buying has become more strategic and disciplined”, with greater scrutiny on stock turns, open-to-buy budgets and targeted commitments to proven product and trusted partners. The Executive Director also notes a shift towards flexibility, with “buyers being more thoughtful about when and how they place orders” and more inclined to time their purchasing decisions to match demand signals.

The Atlanta Shoe Market is described as a focused entry point to the US for international brands. According to O’Brien, “what makes the show particularly attractive is the access to a large concentration of independent retailers and chains, many of whom are difficult to reach through traditional channels. These are influential buyers with strong customer relationships in their markets”.

The organiser also emphasises that the show’s culture is relationship-based, allowing new entrants to develop long-term partnerships, “which are critical for success in the US market”, rather than relying solely on one-off orders.

“Additionally, because the show is curated and business-focused, brands meet retailers who are there with intent to discover, evaluate and place orders. This level of engagement is what makes the Atlanta Shoe Market such a valuable platform”.

The upcoming Atlanta Shoe Market will occur from the 15^th to the 17^th of August 2026. More information can be found on the trade fair’s website here.