Case Couro50: Debut in high style

Client: Couro50
Brands: Corinthians / Santos
Segment: Accessories
Launch Year: 2025

Debut in high style

How Couro50, in its very first licensing project, partnered with two of Brazil’s biggest football clubs to launch an exclusive line of leather goods for passionate fans.

A market that generates jobs and revenue

Brazil’s leather industry directly accounts for over 40,000 jobs across roughly 222 production facilities nationwide, reaching US$ 1.26 billion in exports in 2024 (a 12.5% increase over 2023, according to ApexBrasil).

In such a competitive market, standing out at the retail end requires creating unique products and campaigns that resonate with passionate fanbases.

The power of sports licensing

According to Licensing International, over US$ 32 billion is generated worldwide by licensed sports merchandise, accounting for more than 11% of the global licensing market. Brazil ranks eighth globally in licensed retail sales thanks to innovative companies like Couro50.

Couro50: from the first online sale to its first license

Founded in 2014 when entrepreneur Lucas Valladão listed surplus leather wallets on Mercado Livre and made his first sale within 30 minutes, Couro50 evolved into a fast-growing brand of men’s leather wallets and accessories. Seeking new growth avenues, the company approached Destra to find the ideal partners for its debut licensing project.

From the ‘People’s Team’ to the ‘King’s Team’

Couro50 kicked off with two iconic São Paulo clubs: Corinthians, boasting Brazil’s second-largest fanbase, and Santos, the legendary club of Pelé and Neymar.

CEO Raphael Valladão highlighted how smooth the process was with Destra’s mediation: “Destra simplified and shortened the entire process; we imagined it would be much more complex than it actually was.”

Raphael Valladão — CEO, Couro50

“Expectations are very high. We are investing a lot of energy into this project, from product R&D to marketing campaigns. Our goal is to make licensing a major pillar within our company and expand into additional clubs and niches.”

Couro50’s success can be yours too

Destra is the best path for your company to reach brands capable of taking your business to the next level. Contact one of our experts to discuss your project.