Micam launches Shoes First campaign
Organisers of the Micam exhibition in Milan have launched a new international communications campaign called Shoes First.
They said the new campaign would be a prominent part of the autumn edition of the exhibition this year, which runs from September 13 to 15. Shoes First will then continue into the 2027 editions of Micam, for which the dates are February 21 to 23, and September 12 and 14.
The Micam team said Shoes First was more than a slogan. Instead, it said it encapsulates a transformation that has redefined the value and significance of footwear in contemporary life.
“Shoes represent much more than an aesthetic choice,” said Micam president, Giovanna Ceolini. “They embody stories, territories, craftsmanship, expertise, and a capacity for innovation.”
She explained that the intention behind Shoes First was to interpret and communicate “a transformation that involves the entire industry”.
