With the Michelin Soles project, the French giant has applied its expertise, technology, scrutiny and innovation to the production of technical and specific shoe soles, co-designed together with the best footwear partners. Over sixty participants were involved in more than three hundred projects in ten different product sectors. The company has joined up with Michelin as a worldwide reference hub for an international network service for communication agencies. Furthermore, it has been used to join the customer and the management of the partner brands for events, demos/tests and for the most important exhibitions for the sector in the world.