Events

MICAM launches SHOES FIRST campaign

Jul 3, 2026 Italy

From mere garment to cultural statement, footwear takes centre stage in SHOES FIRST, the international communications campaign for the upcoming editions of the leading footwear trade event

The evolution of footwear has seen it take on a central position within the fashion system, establishing itself as a true expression of identity, culture, and design, rather than merely a garment. Against this backdrop, MICAM presents ‘SHOES FIRST’, its new international communications campaign created to promote the next event, which is scheduled to take place from the 13^th to the 15^th of September 2026.

The campaign also looks ahead to future editions, which are scheduled to take place from the 21^st to the 23^rd of February and to the 12^th to the 14^th of September 2027.

“Shoes represent much more than an aesthetic choice: they embody stories, territories, craftsmanship, expertise, and a capacity for innovation”, says Giovanna Ceolini, President of MICAM. “With ‘SHOES FIRST,’ we aim to interpret and communicate a transformation that involves the entire industry, while highlighting a supply chain that continues to stand out for its quality, creativity, and vision”.

Giorgio Possagno, Giorgio Possagno, General Director of Assocalzaturifici and CEO of the event, highlights the campaign’s role in supporting MICAM’s continued growth as the global benchmark for footwear culture and business. “Through ‘Shoes First’, we aim to strengthen MICAM’s position as the international hub for companies in the sector, where innovation and market opportunities converge to create value and stimulate growth”.

The campaign will be rolled out through a comprehensive communications plan that encompasses digital and social media, editorial content, and activities at trade fairs.

Image Credits: mag.micam.it

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