10 minute read
Joma
by JOMA SPORT
- 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 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.
Joma sponsors you Joma is looking for new sponsorships in amateur sports
In the summer of 2020, the brand launched its second “Joma Te patrocina” campaign to find its next addition to the group of top teams clothed by the brand. This time it was an amateur team that had to demonstrate what they were willing to do for their team to get an official technical sponsor like professionals do. The winner won €6,000 in sports equipment and footwear for their team and the chance to be an Official Technical Sponsor in the 2020/2021 season on the same level as professional teams such as RSC Anderlecht, TSG Hoffenheim, Deportivo Cruz Azul or Torino FC.
Cruz Azul and Joma, always committed to social responsibility, joined efforts for breast cancer awareness month with the production of a special edition t-shirt. As part of the “Nos Pintamos de Rosa” campaign, the players played their match against Tigres on October 17 wearing this exclusive garment, which also sold out in minutes at the club’s official stores. A percentage of this sale was donated to the CIMA Foundation to support its fight against breast cancer.
We paint ourselves pink
- Marketing Joma reunited the forgotten footballs with their children for Christmas
The brand launched the solidarity campaign “NO BALL WITHOUT A CHILD” and sent hundreds of balls to underprivileged children.
The football is probably the oldest toy in the world. It has traditionally been in children’s Three King’s Day or Christmas wish lists, but last Christmas it was one of the most forgotten toys. No child asked for a ball if they couldn’t enjoy it with their friends. In this context, Joma launched the campaign “No ball without a child”, a call for help to join this toy again with the little ones. Thanks to this campaign, Joma donated more than 300 balls to different organizations that help children, such as the Ronald McDonald’s Foundation and Fundown. For the purchase of a ball at www.joma-sport.com, another ball was sent to a child who needed a gift for Christmas.
Spain was the third fastest growing market worldwide for online commerce in 2020. As a result of home confinement and restrictions due to the pandemic, the population has changed its consumption habits towards ecommerce and has caused an exponential growth, in months, until it reached the terms that were expected for the up and coming years.
In Joma’s case, sales through joma-sport.com tripled between April 2020 and June 2021. Joma’s ecommerce was already growing at double digits in recent years, but the change in consumer habits and the brand’s investment in this area have increased the weight of this sales channel in the company.
The brand has carried out more than one hundred photo shoots, updated the image of 1,500 references and has incorporated greater material and human resources to supply both its own ecommerce and the needs of its customers for online sales.
Online commerce experiences exponential growth
Joma’s ecommerce tripled in sales last year.
SAPICA coexists in the city of León and in the digital world
Mexico’s main footwear fair was held in two venues: in the city of León and in its online version.
SAPICA, the traditional Mexican footwear fair where Joma has been exhibiting its products for more than two decades, has not stopped being held despite restrictions. The fair has reinvented itself to create a hybrid format where visitors could learn about the latest products of each brand at the physical stand or through a virtual visit of the same space, but from home. The organization created a digital platform where the exhibitors themselves were present, and from where the brands exhibited their products.
Joma makes product placement in “El internado: Las Cumbres”
The race was one of the last before the competition break.
As every year, the Benidorm Half Marathon received runners from all over Europe called out by the famed touristic Spanish city. More than 60% of those registered came from abroad, especially from the United Kingdom, Germany and Ireland.
The success was also in the stand that Joma set up in the race village, where attendees sold out the official collection of the Spanish national athletics team and the Storm Viper shoe exclusively for the race.
The brand continues its positioning in audiovisual products and therefore the new Amazon Prime series “El internado: Las Cumbres” features Joma product placement.
Mario is the gym teacher and usually wears Joma tracksuits and sweatshirts in his classes. The actor who plays him, Lucas Velasco, published an image of his character on his social networks where the brand can be seen.
The Big races reinvent themselves
Some of the big races sponsored by Joma have been held in the online world to adapt to the restrictions.
The running world has not given up this season. Organizations have found ways to unite runners and the thrill of the competition, and so new virtual races have appeared.
The runners of the Paris 20Km swapped the streets of the French city for those of their own city on the day the race was to be held. For its part, the Movistar Madrid Half Marathon was converted into the Virtual Race that could be run anywhere during the month of October.
Thus, the runners in Paris and Madrid received their Joma T-shirt, their running bib, a medal and even ran with the official race shoes.
- Marketing Do you dare to run 183 km?
Joma presents the new limited editions of STORM VIPER
Physical races are back and Joma launches the challenge to run all 183 kilometers of its six races held in the fall of 2021. Joma is looking for a team of runners to complete these races in Europe: 15K Nocturna de Valencia, Run Rome the Marathon, Ibiza Marathon, Maratona do Porto, Les 20 de París and Movistar Medio Maratón de Madrid. In this challenge, Joma will select a team of a maximum of three people who, based on merit and sportive motivation, convince the brand that they deserve to win a race bib and a trip for two people to the city where the race is held. This way, Joma will give coverage to all six races that will take place in six cities and four countries from September, October and November.
Movistar Madrid Half Marathon, 15K Nocturna Valencia Banco Mediolanum, EDP Porto Marathon and Santa EuIària Ibiza Marathon have their own exclusive official running shoes for the fall 2021 editions.
The high-end Joma STORM VIPER shoe has been adapted to each of the races.
Maximum reactivity to propel you for 21 kilometers. In the Storm Viper you’ll find everything you expect from a mixed shoe: the perfect combination of reactivity and stability. The REACTIVE BALL midsole developed in a material with great cushioning capacity and energy return. After initial shock absorption, it returns to its original shape with little deformation thanks to the expanded particle construction that provides excellent energy return. Maximum energy return by absorbing the kinetic energy of running and returning it to the athlete. A luminescent finish is applied to the REACTIVE BALL midsole material that radiates light in the dark and provides visibility in low-light conditions. This differentiation is the main exclusive touch of the STORM VIPER 15K Nocturna Valencia Banco Mediolanum.
The revolutionary application of STABILIS SYSTEM
The reactivity of REACTIVE BALL induces the increase of stability. The new Storm Viper achieves this through three important modifications: the incorporation of the STABILIS SYSTEM in the heel, a larger base for impact entry and a wider sole.
Lightweight, breathable and comfortable upper part
The upper part of the shoe is made of lightweight and resistant thread, woven in a single piece so that the foot finds its maximum support in the most comfortable way. Technologies such as VTS SYSTEM, which improves breathability, and JOMA SPORTECH, responsible for the fit, are applied.
Enemy of the asphalt
DURABILITY technology, applied to the sole, creates a high-density rubber that delays the abrasion wear suffered by soles when running on asphalt. The distribution of the DURABILITY rubber is developed and located only in areas of greatest contact. This reduces the weight of the shoe and improves the energy return provided by the REACTIVEBALL midsole.
