One of the strongest potential of Sanjo is in history and narrative. While the market is increasingly influenced by mass-market sneakers, the consumer seeks brands with real heritage and rich histories. Sanjo's revival as a retro-inspired sneaker brand from a Portuguese mansion going back to the 1930s builds up a cultural premium, one that resonates well with urban, young consumers hungry for differentiation and authenticity. An additional significant potential is that it can position itself between high-end sustainable brands and fast fashion. Sanjo can provide an alternative that is more within the price range but still focuses on regional production and ethical manufacturing, whereas Veja has cornered the ethical shoe market with high-impact, high-cost materials. Customers who are concerned about the environment but aren't necessarily willing to pay luxury pricing find this "middle ground" intriguing. Sanjo also benefits from being relatively nimble and niche, allowing it to collaborate with local artists, release limited edition collections, and build exclusivity through small-batch production. In developing markets like Canada, this approach could create brand identity through narrative and local interaction rather than trying to keep up with mass-market coverage.

Lastly, Sanjo is able to venture and grow in other countries without the weight of retail store fronts because it is able to grow through e-commerce and direct-to-consumer outlets. Sanjo has the ability to create demand in countries like Canada through social media marketing, transportation infrastructure within domestic markets, and well-planned web presence. Sanjo is full of possibilities to dominate a niche market as it possesses authentic heritage, age-old appearances, and affordability to be sustainable but will have to overcome logistics, brand recognition, and competition pressures to stay afloat against incumbent international companies. By offering competitive ethical appeal at a lower price than firms such as Veja with 30% greater production costs, Sanjo can be a low-cost, sustainable player in the expanding shoe industry.