Marikina City is once again stepping into the spotlight as the country’s shoe capital after its locally crafted footwear was selected as the official shoes for Miss Universe Philippines 2026.
In a Facebook announcement, the Miss Universe Philippines organization revealed that candidates will wear footwear produced by Marikina-based manufacturers under the SAFATOS Marikina line across key segments of the competition.
The organization also released videos featuring candidates in swimwear while showcasing a variety of shoe designs, highlighting the elegance and craftsmanship that have long defined Marikina’s reputation in both local and international footwear industries.
Among the shoemakers featured in the collaboration are Rowiliza Landicho (Roweliza), Vilma Fontilla (Jakob), and Marlyn Magbag (Zachy Shoes), whose creations were prominently displayed.
The SAFATOS Marikina line is handcrafted using top-quality Philippine Tropical Fabrics, specifically developed for the Miss Universe Philippines 2026 candidates. The initiative is a community-driven effort led by the Philippine Footwear Federation Inc. in partnership with the Department of Science and Technology–Philippine Textile Research Institute and the Marikina City government.
Marikina City Mayor Marjorie Ann Teodoro welcomed the recognition, emphasizing its impact on the local industry.
“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,” she said.
“It also fortifies Marikina’s position as the country’s shoe capital on both the national and global stage,” she added.
Mayor Teodoro, along with her husband, Marcelino Teodoro, has been a long-time advocate of the local footwear sector. Industry stakeholders credit their leadership for helping Marikina’s shoemakers recover and remain competitive before, during, and after the COVID-19 pandemic.
According to the Philippine Footwear Federation Inc., Marcelino Teodoro played a key role in supporting the industry by facilitating free participation in bazaars and trade fairs nationwide, allowing shoemakers to promote and sell their products without additional cost.
He also led pandemic-era initiatives such as vaccination drives, financial aid distribution, and relief efforts that extended even to workers from nearby towns.
To further boost the sector, policies like tax incentives under City Ordinance No. 110 Series of 2021 were implemented, alongside providing free office space for footwear associations within the Legislative Building to support coordination and operations.
Through continued local government support—including bazaars and roadshows—Marikina-based manufacturers have been able to expand their reach, tapping into resellers and online markets.
The promotional videos were produced by Zapateria Club, with Thian Rodriguez of THIAN Rodriguez Manila serving as Creative Director and Head Designer. He was joined by 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 served as cinematographer and editor, Jessal Cruz as gaffer, and equipment support was provided by Cinestories Studios. Set design was led by Jeremy Xing, with jewelry by MJorian.
The collaboration not only elevates Marikina’s legacy in shoemaking but also positions Filipino craftsmanship at the forefront of one of the country’s most prominent pageantry platforms.
