Sanjo can stand out in the Canadian market with its authentic Portuguese heritage, daring retro designs, and increasing emphasis on sustainability. Brands with great stories and great characters are appealing to more and more Canadian consumers, particularly in major cities like Toronto, Vancouver, and Montreal. Sanjo is different from the other established sneaker brands in that it carries so much heritage dating back as far as 1933. Sanjo has the ability to appeal to the Canadian consumer that is looking for authenticity and craft by telling it its rebirth story and depicting how its sneakers are made in Portugal.

Sanjo's retro-infused footwear brings a distinct design option to the otherwise ubiquitous minimalist styles that now populate the market. As such, the brand is of greatest interest to young, style-oriented customers who are engaged with the burgeoning streetwear scene in Canada. Sanjo has the potential to create buzz and cause waves in strategic locations through partnerships with local designers, creators, and sneaker shops on limited releases or drops. Limited releases and online-only releases can heat up and limited releases can provide exclusivity that can fuel desire. Sustainability is also an area where Sanjo can excel. Canadian shoppers are going green, yet they also crave low-cost sustainable fashion. Through cheaper ethically produced sneakers, Sanjo gets to find middle ground between more expensive ethical companies like Veja and lower cost mass market competitors. Environmentally conscious consumers can be attracted by highlighting the recyclable material, fair labor, or biodegradable packaging.

Finally, with DTC e-commerce, Sanjo would access Canadian consumers at no outrageous cost of retail expansion. A web site focused on Canada with domestic delivery, Canadian prices, and customer support can make the brand more accessible and appropriate to Canadian consumers. Strategic partnerships with local department stores and lifestyle boutiques also generate trust and exposure. In Canada's competitive shoe market, Sanjo possesses the uncommon ability to establish a profitable niche by achieving the balance of heritage, fashion, exclusivity, and values.