09 MAGAZINE 2021 - EN

Page 52

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Marketing -

Mireia Belmonte jumps out of the pool with Joma The Spanish swimmer is Joma’s new ambassador. The swimmer with the highest number of international medals in the history of the sport in Spain joins Joma to promote its sports and casual collections. Mireia Belmonte has conquered all possible national and international competitions in different disciplines, from Europeans to World Championships; she has broken three world records and has won Olympic medals, one of them gold. With this track record, Joma is proud that she has chosen our brand for her training out of the pool and for her daily life. In addition, she is the protagonist of the Joma spot for the Spanish Olympic Committee’s collection for the Tokyo 2020 Games.

R4000 REACTIVE Total revolution of Joma’s flying shoe. An INESCOP study certifies that the new R4000 REACTIVE midsole returns 82% of the energy in each step. Sports brand Joma has put on the market, one of the shoes with the highest energy return ratio in the running sector. According to a study that verifies the rebound resilience certified by the UNE-ISO 4662:2013 standard and prepared by the INESCOP Innovation and Technology Center, the R-4000 REACTIVE midsole has a rebound rate of 82%, which means that the runner will feel a greater return of energy and will transform the impact of the step into momentum for the next one. The upper part is formed by a single layer that helps to reduce the weight of the shoe. Joma has worked on

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providing the best breathability through the VTS system. The orientation of the mesh pattern provides an internal flow of air from the toe to the rear, cooling the foot with every stride. The construction of the shoe is made through the JOMA SPORTECH system that adjusts the shape of the foot from the laces to the heel with rubber injection, a lighter material than the classic TPU. The fit is improved with the use of double lace-holes and internal elastic bands that keep the tongue firm during the race. In the sole, DURABILITY rubber is used through a perforated grid that reduces the overall weight of the shoe, contributing to the recovery of the shape of the midsole.


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