Ambitious: Italy accounts for 30 per cent of turnover

A summer that never ends. Those in the footwear industry know that, in a sense, this is exactly how it is: in September, whilst the beaches are emptying, people in the Rho Fiera exhibition halls are already talking about the next season. Ambitious, a Portuguese footwear brand, has taken the idea literally and named its Spring-Summer 2027 collection “Endless Summer”.

The stand has been completely redesigned from scratch. An immersive experience: the idea is to guide buyers and distributors through the space, amongst different product narratives, rather than lining them up in front of a wall of shelves.

Behind the brand is an industrial group reporting an average turnover of 20 million euros, 500,000 pairs produced annually and a network of over 900 retail outlets worldwide. Italy is the brand’s leading market, accounting for 30 per cent of turnover on its own.

The collection, for men and women, draws inspiration from the landscapes of Mallorca, on an imaginary journey between the sea and the mountains. The colour palette ranges from terracotta tones to washed-out and intense blues, with desaturated greens, khaki and organic neutrals. The campaign images feature white trainers with sand-coloured suede inserts and orange and green details. Natural materials, high-quality leathers, lightweight constructions and relaxed silhouettes reinterpret classic styles for everyday wear.

Finally, a sneak preview: building on over 30 years of the group’s research and development, Ambitious has announced its most comfortable model ever, designed for city life.