Micam, the world's leading footwear exhibition held in Milan twice a year, has decided to stage for the first time a consumer event for sneaker fans, targeting millennials, in 2019. Inspired by sneaker conventions like the Complexcon festival in Los Angeles or Atlanta's KixFair, Micam's “Plug-Mi, The Sneakers Culture Experience” will combine product displays, games, musical events and other experiences. The new B2C event will be organized by the Fandango Club, a Milanese event management company with experience in this sort of concepts. It will be held at Milan's fairgrounds at Rho-Pero at the same time as the well-established B2B Micam trade show, with a soft launch during next February's edition and a full-fledged launch during its September edition.

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