MARKETING
POSITIVE LIFE At Joma, it is clear to us that a company must give back to society what it receives from it. That is why we maintain a strong social commitment in different areas of action, with the aim of contributing to the welfare of people in the present and in the future. In this line, Joma is creating a Strategic Plan of Social Commitment called JOMA POSITIVE LIFE. This plan aims to achieve a more positive future, overcoming the current negative perspectives and attitudes, in the main areas that today suffer from degradation for different reasons and where a sports brand can contribute to. How will this be done? By creating a positive movement based on a “Theory of sports positivity.” This theory is based on the causal hypothesis that the practice of sport releases endorphins, “the molecules of happiness” generated in the brain, which, when released, produce a well-being and therefore happiness. SUSTAINABILITY FRAMEWORK Within the Strategic Plan, Joma has developed a Sustainability Framework, to comply with the “green” axis, which will be developed based on the Four Sustainable Pillars: 1. Materials: recycled polyester/packaging no plastic/ biodegradable polybags. 2. Production process - organic cotton. 3. Sustainable mobility - electric car fleet. 4. Responsible consumption - long-lasting light bulbs/ carbon footprint certification.
WPT SLAM sold out
NO PLASTIC Our work will be aimed at eliminating plastic from production. Regarding quantitative objectives: - Eliminate plastic from our productions, replacing it with sustainable materials. - To replace the polluting plastic in our packaging with cardboard, progressively increasing the percentage of recycled cardboard or biodegradable polybags. - To certify the sustainability of our production processes. - By 2030, 100% of Joma’s textile production will be made with sustainable fabrics. - By 2030, the use of sustainable materials will be the basis of our footwear production. Actions In short, and in order to make the JOMA POSITIVE LIFE movement a reality, the brand will carry out the following actions: - Creation of an identity collection. All product graphics will use this identity. - Creation of the collection on our website. - Inclusion of the Joma Positive Life logo on all products. - Inclusion of the text in the long description of the informative tag. - Communication of the launching of the collection. Using the concept and not just for a specific product. - Scheduled publications of the different products. Using graphics with the identity of the collection.
The SLAM World Padel Tour model was available and in stock on Joma’s website for just a couple of weeks. The brand had previously devised a campaign to get leads, the goal was that real padel fans would get to know firsthand when they could buy their shoes. Top players such as Javi Rico, Juani Mieres and Zazu Osoro did a review of the shoe that was published on their social media profiles and in the one that Joma specifically created for the world of padel. As for the launch of the shoe, Joma notified to all those registered, via email, and sales started coming in, in just a few weeks we had to communicate that everything was sold out and only a few pairs were left in the Joma stand of the official circuit of World Padel Tour. This shows the growing interest of the public in a sport on the rise such as padel.
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