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These are not easy times for the footwear industry in Mexico, a sector that generates tens of thousands of jobs, moves million-dollar investments and has its headquarters in the state of Guanajuato. main bastion. In a market highly conditioned by Asian competition, the local industry has experienced setbacks and job lossstaying far below of its production capacity. With this backdrop, the sector has received curious news: a single Mexican company is willing to buy 20% of all national production. Shoe addict. Grupo Coppel is a heavyweight in the Mexican economy. He holding companywhich a year ago announced its plans to invest almost 700 million of dollars in the country throughout 2025, has a long experience in the financial services and retail sector, with hundreds of points sales distributed throughout the country. All in all (and despite its enormous size), it is surprising the advertisement what it just did: in 2026 the company plans to buy no more and no less than 42 million pairs of shoes produced in Mexico. That’s a lot of shoes, right? Yes. To be precise, this is one million more pairs than those already purchased in 2025. However, the figure is striking for another reason. With this enormous volume of purchases, Coppel will account for a fifth (about 20%) of all formal national footwear production. The operation is part of a “strategic alliance” reached with the Chamber of the Footwear Industry of the State of Guanajuato (CICEG) and, according to calculations from the firm itself, will allow “contributing to the livelihood” of the more than 100,000 families that depend directly on the footwear industry in Guanajuato. “This alliance promotes the growth of our companies and strengthens the Mexican footwear industry in an environment of legality, transparency and respect for market rules. By choosing the formal national supplier, you contribute to the construction of a more solid and competitive sector,” celebrated a few days ago Juan Carlos Cashat, president of CICEG. For shoe manufacturers in Guanajuato, the news is a valuable breath of fresh air. Footwear ‘made in Mexico’. His output It is far from that of countries like China, India or Vietnam, but Mexico is a prominent footwear manufacturer. In fact there are rankings that place it as the tenth worldwide and second in Latin America, only behind Brazil. In 2024, the country’s companies produced around 214 million of pairs of shoes, which explains why the sector contributes million dollars to the Mexican GDP (especially in Guanajuato, the heart of the sector) and also maintain thousands of jobs. Despite this footprint, the sector has not had easy years. “The impact of the pandemic was severe. Before 2020 we had 64,000 jobs registered with the IMSS. During the pandemic that figure fell to 49,000,” recognized two years ago the CICEG. Since then the situation has changed, but the sector stay away to be at 100%. Beyond market fluctuations, the industry has had to deal with competition from low-cost merchandise from Asia. Click on the image to go to the tweet. The Government, to the rescue. The data quoted by the local press are eloquent. In 2022, Mexico imported 136.4 million pairs of footwear valued at 1,843 million dollars. Two years later, the Import Trade Balance showed that this flow had already reached 185.5 million pairs with a value of 2,163 million dollars. On average each pair cost $11.6. The problem was not so much the arrival of products manufactured in Asia as the competition it exerts on national firms, especially due to suspicions of price manipulation. To clear up doubts, the authorities responded with an investigation antidumping and in September 2025 they decided to impose a system of compensatory duties on imports from China. It was not the only support from the Government to the industry. In November the Executive advertisement a Textile and Footwear Promotion Plan to finance small and medium-sized businesses. The objective: inject around 6.5 billion dollars to improve the competitiveness of the industry and reactivate 50,000 jobs, recovering part of the lost production muscle. How does the future look? Optimistic. At least that is what the CIEG recognized in December. “Despite a challenging economic and commercial environment, the industry in Guanajuato is beginning to show signs of recovery, especially in terms of employment and productive capacity,” indicates the sectorwhich recalls that between the month of September and October it registered a small rebound in employment. The increase was modest (256), but it is the first recovery “in many years.” The employers’ association also detected a change in the international market. “Total imports remain high, with more than 141 million pairs imported from January to September 2025, although relevant progress in the fight against unfair practices stands out,” celebrates CIEG“Imports from China, corresponding to tariff items with quota, decreased by 81%.” Images | Irfan Simsar (Unsplash) and Phil Desforges (Unsplash) In Xataka | Mexico City is already noticing the economic effect of the World Cup: it is losing homes and gaining Airbnb apartments