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.
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