The ERCULES project - EuRopean Centers for scaling Up VET Learning Excellences in Sales - arises from the urgent need to bridge the gap between the skills required in the sales sector and those currently offered by vocational and academic education across Europe. Coordinated by UNIVPM and supported by a transnational consortium of 13 partners, including universities, VET providers, and companies from six countries (Italy, France, Denmark, Germany, Austria, and Poland), the ERCULES project aims to establish Centres of Vocational Excellence (CoVEs) dedicated to the sales sector. The CoVE model seeks to integrate education systems with the labor market by promoting innovation, inclusion, and sustainability through advanced training methodologies, the use of Artificial Intelligence, and the co-design of curricula. Each CoVE will be focused on a specific emerging sales-related professional profile, which will be formalized in a shared European taxonomy. The project will promote upskilling and reskilling of VET students, workers, and jobseekers, enhance the attractiveness of sales careers, particularly for women, and foster the adoption of modular, personalized, inclusive, and digitally innovative learning models. Open Educational Resources (OER), AI-based Learning Factories, summer schools for educators, business-lab collaborations, and a European gender equality network in sales will be implemented. ERCULES aims to generate a European ecosystem of excellence in VET, capable of dynamically responding to labor market changes and contributing to the modernization of education and training in alignment with the European Skills Agenda, the Digital Education Action Plan, and the Council’s strategies on reskilling and lifelong learning.