From Plane to Hotel: Piccadilly Unveils Maxi Tech at BFSHOW — Footwear That Turns Health Into Movement

From November 10 to 12, 2025, São Paulo, Brazil, became the epicenter of Latin America’s footwear industry as it hosted BFSHOW, the region’s largest footwear fair.

Organized by the Brazilian Association of Footwear Industries (Abicalçados) and NürnbergMesse Brasil, the event brought together more than 350 Brazilian brands and attracted 10,000 buyers, 13% of them from 46 different countries. BFSHOW is far more than a commercial showcase; it is a meeting point where innovation, design, and the diversity of “Made in Brazil” converge.

Among the brands that stood out for their wellness-driven value proposition, Piccadilly Company shone brightly. Known for its focus on functional comfort and sustainable development, the company presented its latest innovation: Maxi Tech, a technology that transforms footwear into an active health tool.

Maxi Tech: Health Meets Technology in Every Step

Maxi Tech is based on an insole embedded with ceramic biocapsules that stimulate circulation, eliminate toxins, and reduce swelling by breaking down water molecules in the body. This innovation is designed especially for people who spend long hours on their feet, travel frequently, or experience leg and foot pain.

“We design functional footwear that enhances the body’s wellbeing without needing labels like ‘orthopedic,’” said Bruna Kremer, Piccadilly’s export manager, highlighting the brand’s commitment to technologies that promote comfort naturally.

A Strategic Partner for the Tourism Industry

Piccadilly’s presence at BFSHOW also reaffirmed its growing role as a strategic supplier for the tourism sector, collaborating with major hotel chains and international airlines such as LATAM Airlines and Etihad. For LATAM, the company even developed an exclusive model equipped with Maxi Technology, incorporating a biofiber layer beneath the insole. Activated by movement, this layer emits infrared rays that stimulate blood circulation, ideal for preventing swelling during long flights or demanding workdays.

Beyond Maxi Tech: Functional Footwear for Everyday Wellness

Alongside Maxi Tech, Piccadilly introduced other functional lines designed to address specific needs:

• Bunion Relief: Soft materials and seamless construction in sensitive areas.
• Energy: Outsoles with magnets that absorb up to 87% of impact.
• Soft Step: An anatomical gel insole that enhances cushioning.
• SPA: A dual-insole system, one for reflexology massage and another with aloe-vera microcapsules for skin hydration.
• Plantar Fasciitis & Heel Spur: Arch support and internal structure that corrects gait and reduces pain.
• MUF: An ultra-light sport model with sweat-absorption features, ideal for gyms and active lifestyles.

With a growing presence in countries such as Mexico, Ecuador, Oman, and other destinations across the Middle East, Piccadilly is consolidating its position as a strategic ally for conscious tourism, offering products that blend technology, design, and wellbeing for travelers, hospitality workers, and consumers seeking health from the feet up.