Marikina City’s legacy as the country’s shoe capital takes center stage anew, following the selection of its locally crafted footwear as the official shoes for Miss Universe Philippines 2026.
The pageant organization made the announcement through a Facebook post, confirming that candidates will step into shoes produced by Marikina-based manufacturers under the SAFATOS Marikina line throughout key segments of the competition.
Alongside the reveal, Miss Universe Philippines also released videos of the candidates in swimwear, where a range of shoe designs made in Marikina were prominently showcased. The visuals highlighted the craftsmanship, elegance, and quality associated with the city’s shoemaking industry—traits that have long defined Marikina’s reputation both locally and on the global stage.
The videos showcased creations by Marikina-based shoemakers, including Rowiliza Landicho (Roweliza), Vilma Fontilla (Jakob), and Marlyn Magbag (Zachy Shoes).
The SAFATOS Marikina line is handcrafted by Marikina shoemakers using top-quality Philippine Tropical Fabrics exclusively for Miss Universe Philippines 2026 candidates.
The initiative is a community-led effort by the Philippine Footwear Federation, Inc. (PFFI) in partnership with the Department of Science and Technology–Philippine Textile Research Institute and the Marikina City government.
“This recognition is a testament to the world-class craftsmanship of Marikina’s shoe industry. Through this, we are able to showcase the city’s creativity and quality through the footwear worn by the candidates,” Marikina City Mayor Maan Teodoro said.
“It also fortifies Marikina’s position as the country’s shoe capital on both the national and global stage,” she added.
Mayor Teodoro and her husband, former Mayor and now 1st District Rep. Marcy Teodoro, are known to be staunch supporters of the Marikina shoe industry, helping it recover, expand, and remain competitive before, during, and after the COVID-19 pandemic.
The PFFI credited Marcy Teodoro for providing strong and sustained support to the city’s shoe industry by facilitating free participation in bazaars and trade events across the country, allowing Marikina shoemakers to showcase and sell their products without additional cost.
They also highlighted his support during the pandemic, including organizing vaccination drives for shoemakers, providing financial assistance and relief goods, and ensuring that even workers from nearby towns were included in aid programs.
To further strengthen the sector, Teodoro backed initiatives such as tax incentives under City Ordinance No. 110 Series of 2021, helping the industry recover from pandemic-related losses, as well as providing free office space for footwear associations inside the Legislative Building to support coordination and operations.
Through bazaars and roadshows arranged by the local government, shoe manufacturers have been able to expand their market by reaching resellers and customers through various online platforms.
The videos were produced by Zapateria Club, with Thian Rodriguez of THIAN Rodriguez Manila serving as Creative Director and Head Designer, alongside Associate Designer Joanah Lee Villanueva of Alunsinag.
Creative production and post-production were handled by Glice Batulan, with photography by Mark Neto Diaz of The MND Studios. Gene Francis Sayson took on the roles of cinematographer and editor, while Jessal Cruz served as gaffer. Video equipment was provided by Cinestories Studios, with set design by Jeremy Xing and jewelry by MJorian.
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