Superga is Sanjo's largest competitor. They are both European shoe companies known for their fashionable casual shoes. Though both produced in Europe, they each target different markets, design philosophies, and brand identities. Sanjo's colorful, retro-style sneakers, from Portugal has repeatedly redefined itself and is now celebration of the country's cultural heritage. It appeals to consumers who want novelty and retro-themed worth as they embody the spirit of retro Portuguese streetwear. Alternatively, Superga, a heritage firm founded in 1911 in Italy, has plain, functional canvas shoes with broader product lines and broader global distribution than Sanjo. Superga, who is owned by the BasicNet Group, reported that it has "distribution in over 100 countries, with strong retail and e-commerce channels across Europe, North America, and Asia, making it one of the most widely available European casual footwear brands" (BasicPress, 2023). This global footprint gives Superga more visibility and reach—but it also means it's more mass-market, with less focus on niche or cultural authenticity.

  This provides a large market gap for Sanjo to fill. Sanjo separates itself from other highly competitive brands through niche appeal. It attracts Gen Z and millennial consumers who appreciate uniqueness and story branding, and leverages its authenticity and retro appeal. Consumers in this group are generally willing to pay a premium for brands that represent cultural currency and personal identity.  

 Another competitor of Sanjo, is Veja. Veja is a French shoe brand that has gained popularity through its focus on sustainability and quality product. It's recognized by consumers and fashionists who aim to be more sustainable. However, Veja's applicaiton fair-trade and organic materials makes them more expensive to produce. "VEJA sneakers cost approximately 30% more to produce than those made by competitors manufacturing in East Asia". (Veja, n.d.).

 Sanjo has a competitive advantage to Veja because it is hand-manufactured locally in Portugal, giving it access to skilled labor and high-quality European materials without the added cost. This allows Sanjo to offer a better product  at more accessible price points.