SOLO POR DEPORTE MAGAZINE NÚMERO 11 / 2022
Motagua, champion of Honduras Clausura 2022 tournament. 17 4 medals for JomaTeam at the World Athletics Championships. 20
Spaniards choose Joma’s padel tennis shoes. 4
Pescados Rubén Burela team wins the Copa de la Reina futsal championship. 14
Alba Galán, Pincho and Diestro team up with Joma. 12
4 8 12 14 10 3 Summary -
Lube Volley #JomaTeam is runner-up in world championship. 23
Joma, technical sponsor of the Rome Tennis Master 1000. 8 Joma is once again technical sponsor of Feliciano Lopez. 10
Enterview to Rafael Sierra. 31Joma to expand the printing department. 30 Joma pays tribute to its athletes in the “Figuras de colección” campaign. 29
Among the features of the Slam line are the excellent cushioning thanks to the REACTIVEBALL system in the midsole, which absorbs the impact of the foot-step recovering its shape quickly; the breathable upper with mesh construction; the protection and support of the foot with the INJECTION PRINT system; the high stability of the foot-step with the EXO COUNTER and STABILIS systems; and the resistance of the sole following the DURABILITY system. These technologies are also included in the rest of the lines according to the professional level required by each one.
Joma padel shoes are the most searched shoes on the internet, according to CMDsport.
Joma is at the top of the ranking for most searched padel shoe brands on the internet by Spaniards, according to data from the Sistrix meter published by CMDsport. Accumulating a total of 1,750 searches per month, dominating the top-10 in ranking. In addition, Joma is among the only three padel shoes that exceed 1,000 visits and even surpasses specific brands of this sport. These good results are due to the intense work done by Joma in terms of sponsorship, especially in padel. This way, it is increasingly making an impact on consumer’s mindset and needs, which leads them to be interested in buying a pair of Joma padel shoes rather than those of any other brand. Not only is Joma at the top of the list, but the figure also exceeds the number of general searches for “Joma padel”. This category gathered 1,650 searches according to Sistrix data published by CMDsport.
Spaniards choose Joma’s padel tennis shoes
4 - Company -
As for Joma’s padel line, the shoe models are characterized by including the latest technology allowing players to give it their all on the court. In fact, Joma is the official footwear sponsor of the World Padel Tour circuit. The model manufactured for this competition is the Slam, which has achieved high recognition in the world of padel thanks to its value for money and the application of the latest technology.
For the Awards and Villa, the winter athletes wore the same collection as the Spanish athletes who competed in the Tokyo Games in July 2021, adapting the fabrics to the cold that characterizes these Games. A wide collection made up of more than 30 garments manufactured with the quality and technology that characterizes Joma products. This equipment stood out for providing safety and style when traveling, attending official events and collecting awards.
5 COMPANY
The Spanish sports magazine CMD Sport published a report by Sistrix, where it analyzes the situation of brands in the running sector based on internet searches. The ease of accessing analysis in the online environment has turned the Internet into a measure of the situation of the sector, and in this case, of the projection of the Joma brand in a very difficult segment due to the high level of competition. Another of the data generated by the study is the high conversion rate of these searches, since 90% of them ended up on the Joma site. The same analysis shows that running shoes are the most searched items in the running sector, and here Joma climbs one position to fourth place. Joma’s strong investment in R+D+i has resulted in a product with higher technology that runners value and is reflected in this study. Another aspect that positively influences this result is the special edition Storm Viper shoes for different races sponsored by Joma, such as the Movistar Madrid Half Marathon, the ACE Run Rome Marathon, 20K Paris, the Ibiza Marathon and the Bilbao Marathon. This action has increased the scope of the brand and its target. With these Sistrix results, Joma is placed in the position with the highest progression compared to previous monthly reports. To meet the needs of internet users looking for Joma in the running sector, the brand has migrated its e-commerce to the most powerful technology in the world: Salesforce Commerce Cloud. The new website adds greater functionality and will considerably improve user experience.
Joma, as technical sponsor of the Spanish Olympic Committee, presented the uniform that the Spanish delegation paraded in at Beijing’s National Stadium during the Opening Ceremony on February 4. The Spanish athletes wore a basic look consisting of an anorak and snow pants in dark blue with red and yellow details highlighting the word ESPAÑA and the Olympic Committee’s badge. Made with materials that were highly resistant to water, wind and cold, all designed to provide the athletes with all the warmth and comfort possible. At the same time, the garment was breathable. The parade look was completed with an ANGANA high top boot made of synthetic leather, very breathable and cushioning each foot-step. The designs are 100% Spanish. More than 20 people from the brand’s design, marketing and communication team were involved in their development.
Joma, among the most searched running brands on the Internet
Olympic athletes sport Joma at Beijing 2022 Winter Games
The Spanish delegation paraded with the uniform at the Inaugural Ceremony in February. A report published by the Sistrix meter places Joma in the Top 5 with the most searches in this segment on the Internet.
Joma opens 12 new stores in the last year and a half The last three are located in Madrid, Catalonia and Galicia.
The store in the Sambil Shopping Center in Leganés is Joma’s fourth in the Madrid region. The C.C. Outlet Style Viladecans and C.C. Outlet Style A Coruña stores are the first Joma Brands Stores in the communities of Catalonia and Galicia. In these new spaces, customers can find all the brand’s clothing, footwear and accessories collections, highlighting retail lines such as running, fitness, tennis, padel and lifestyle. All these lines are manufactured with the quality and technology that characterizes Joma’s sports products. In addition, the project of its own stores that the brand has planned in short and medium term, intensifies its commitment to retail. What Joma is looking for is to give a boost to these lines and gain positions in individual sports. This will enable it to become the absolute leader in team sports, although it is already one of the most important Spanish providers in the sports equipment segment.
The brand is receiving most of its national and international customers in its showroom in Portillo de Toledo and in the traveling showrooms in Spain and Italy.
The brand has opened a total of 12 stores in the last year and a half. In Spain, 22 stores have opened, including the last three that opened in April in Madrid, Catalonia and Galicia. This shows the speed of Joma’s pace of Brand Store openings in Spain. In total, more than 1,200 m2 of new retail space are part of the network of Joma stores throughout the country.
As for stores outside Spain, Joma has opened new stores in Europe, such as the new flag-store in Romania in the city of Constanta. It has also expanded into Asia with the opening of stores in Kyrgyzstan, Nepal, Moldova and Libya. This way, Joma is increasingly present on the international stage, making the brand’s products known all over the world. The company currently has six subsidiaries in the United States, Brazil, Mexico, Italy, China and Panama.
Customers come to Joma to get to know the new collection
6 - Company -
Joma unveiled the new footwear collection for the Spring Summer 2023 season to all its customers through the brand’s main showroom at its headquarters in Portillo de Toledo or through more than 50 mobile exhibitions that Joma will install in other cities in Spain, Italy, Portugal and France. These events are welcoming customers from all over the world, both nationally and internationally, where they can physically see the products and discover their new features, characteristics and technology that characterize Joma’s models. In addition, many of them return to Portillo after a few years of travel restrictions and now can learn about the different extensions in logistics and services. Once again, the brand shows its commitment to its customers, creating a constant communication bridge with them welcoming them every season. At the same time, learning about Joma’s wide expansion.
8 - Tennis -
Exclusive Joma commercial space at Foro Italico
The Spanish brand became the new technical sponsor of the ATP and WTA tournament in the Italian capital. Its prestige in the tennis world back then, was consolidated with the sponsorship of the Internazionali BNL D’Italia, the ATP 1000 Rome Tennis Masters, one of the main European tournaments. In this context, the brand built a large showcase in order to display all its collections to visitors of the event, known as one of the most elite and exclusive in InEurope.a300 m2 commercial space on the main walk-way of the tournament, Joma introduced visitors to its tennis and paddle universe through the different product lines, such as the exclusive ones for the Italian Tennis Federation; the Spring Summer 22 collection, which will also be seen on the courts with players like Pablo Carreño or Sara Sorribes; the official product of the event and the tennis and padel footwear collections. The Spanish brand is also a sponsor of the Italian Tennis and Padel Federation (FIT) and created a complete collection that could be purchased in this commercial space. For its launch, legendary Italian tennis player Filippo Volandri was one of the classic figures that presided over the Stadio di Marmei, in the Foro Italico, where the competition took place. In this setting, visitors were accompanied to discover the official uniform of the Italian Tennis Team.
Joma, technical sponsor of the Rome Tennis Master 1000 Joma dressed the linesmen, ball boys and girls, and prestigious staff at the event.
Joma dressed the line judges, ball boys and girls and staff of the prestigious event with technical equipment. In addition, Joma managed a large commercial space where tennis and padel fans could discover and purchase the new technical collections in both footwear and apparel. Especially the FIT collections, the official Slam shoe of the Italian Tennis Federation and exclusive lines as a souvenir of the event. The BNL Internationals Italy edition marked the return of the general public to the stands of the Foro Italico. Therefore, access was once again completely open and Joma wanted to reinforce its presence. It was a very important tournament for the company given the multitude of JomaTeam tennis players who participated in it, such as Pablo Carreño, Marco Cecchinato, Albert Ramos, Pedro Martínez-Portero, Marcel Granollers, Sara Sorribes or Marie Bouzkova.
The Spanish brand took a big step in the world of tennis by becoming the official technical sponsor of the Internazionali BNL d’Italia, one of the great Masters 1000 of the ATP circuit. This way, Joma and the Italian Tennis and Padel Federation (FIT), owner of the tournament, reached an agreement where Joma joins the biggest tennis event in the country and one of the most important in Europe.
Joma prepared a 300 m2 commercial space on the main way-in of the tournament.
In addition to a large display of footwear, the brand exhibited its most technical product: the Slam and Point models, with exclusive designs for the FIT and the Internazionali BNL D’Italia. These tennis and padel shoes are developed with the latest technologies in the sector to enhance athlete’s
Inperformance.short,Joma showed its tennis and padel universe in the legendary Foro Italico.
The JomaPlayer brought Argentina back to the big leagues. Thanks to his experience, Albert Ramos defeated Alejandro Tabilo.
Francisco Cerúndolo has marked a milestone in the history of Argentine tennis, as well as in the history of his own life. The Argentine tennis player, whose official sponsor is Joma, managed to reach the semifinals of a Master 1000 for the first time, in Miami. Therefore, bringing Argentina back to the big leagues. Never before had any teammate from his country achieved something similar. This fact surprised everyone, since Cerúndolo arrived in Miami after a month without victories in the ATP Tour and the ATP Challenger Tour. Joma was present in this tennis player’s before and after moments.
9 TENNIS
The ‘JomaPlayer’ won the ATP 250 in Cordoba. Ramos came from behind against Alejandro Tabilo (4-6, 6-3, 6-4) after conceding the first set of the match. The match went on for 2 hours and 40 minutes, and finally the Catalan player used his experience to beat the world’s 44th ranked player.
The Czechs confirmed their number one ranking by overcoming the JomaPlayer couples, Beatriz Haddad and Anna Danilina, and winning the doubles final by a tight 6-7(3), 6-4, 6-4, 6-4.
The JomaPlayer fell just short of the final after losing in doubles.
Albert Ramos wins his fourth ATP title
Francisco Cerúndolo advances for the first time to the Miami Open semifinals
The title won in Cordoba is added to Bastad 2016, Gstaad 2019 and Estoril 2021. This way, Albert Ramos currently holds four ATP trophies.
Beatriz Haddad, runner-up in doubles in Australia Dodig was not the only JomaTeam representative to lift a trophy at the Australian Open. Beatriz Haddad also came close to glory in the first big tennis event of the year, but fell just short after losing in women’s doubles final to Krejcikova and Siniakova, who won their ninth title.
- Tennis -
The Croatian tennis player, who already knows what it means to win a previous Grand Slam in this category, teamed up in Australia with Frenchwoman Mladenovic, playing a practically perfect tournament and dominating the final by a decisive 6-3 and 6-4.
The tennis player from Toledo uses Joma’s technical apparel and footwear on the court and in training, as well as for the more casual-wear lines. With a focus on footwear, Feliciano López enjoys the quality and technology that characterize Joma products. Cushioning, stability and protection are Felicianoguaranteed.has then joined Joma’s portfolio of sponsorships on the ATP and WTA women’s circuits.
The Croatian tennis player adds one more victory to the JomaTeam at the Australian Open.
Ivan Dodig, mixed doubles champion in Australia
Joma is once again technical sponsor of Feliciano Lopez
10
Sports brand Joma and Spanish tennis player of the ATP circuit made their sponsorship agreement official through which Feliciano Lopez will wear Joma from the beginning of the 2022 season. This was a new boost in the relationship of trust that Joma and Feliciano have maintained for years and that already materialized in the sports arena between 2008 and 2011, a period in which the tennis player also wore FelicianoJoma.López is one of the longest-serving tennis players in Spanish and international tennis. Recognized worldwide for the power of his left hand, he has achieved an extensive track record in singles (winner of 6 tournaments), doubles and with the Spanish Davis Cup team, being the Spanish tennis player who has lifted more “Ensaladeras”: five. In addition, he has set different milestones in his sporting career, such as being the tennis player who has played the most consecutive Grand Slams.
The large representation of the JomaTeam at the Australian Open did not leave empty-handed at the first big tennis event of the year. Ivan Dodig was proclaimed champion in mixed doubles category, after defeating the local couple formed by Jaimee Fourlis and Jason Kubler.
The tennis player from Toledo wears Joma’s technical apparel and footwear on the court and in training.
Brazilian tennis player Bia Haddad is living the best moment of her career after becoming Birmingham 250 champion. The JomaPlayer rises to 29th place in the WTA ranking and ties with the best position ever achieved in the history of Brazilian women’s tennis.
Short-sleeved garments, polo shirts, T-shirts, sweatshirts and raincoats, as well as shorts and long pants complete the collection. As for the agreement, Joma was able to achieve one hundred percent presence in the Davis Cup. It also represents 50% of the Spanish MAPFRE women’s tennis team.
11
Joma and the Royal Spanish Tennis Federation present their new official uniforms
Bia Haddad wins Birmingham WTA 250
The Spanish brand, after making the agreement public by which it became the new technical sponsor of the RFET, presented the new official collection that provides apparel to the national team. This product is worn by the men’s and women’s national teams in all categories. It was launched in March during the Davis Cup in TheMarbella.collection follows the quality and technology standards that characterize the brand, as well as the products that will be put on sale and the uniform lines. The Micromesh System, which facilitates breath-ability, and Flatlock, which makes the seams flat to avoid rubbing, have been applied.
The tennis player stated that the key to her success is the hard work of the last few years. The strength and determination has led her to win this title. It is her second consecutive WTA Tour title. In addition, the rise in the WTA world ranking is proof of the great moment the tennis player is enjoying. In January, she was ranked 83rd, more than 30 places lower than her current position.
In terms of manufacturing, the national uniforms are made from different fabrics. The main colors are red and yellow, characteristic of the country’s flag.
The RFET sports Joma products in all men’s and women’s categories. The Brazilian climbed to 29th place in the WTA ranking.
Joma, as her official technical sponsor, is proud of Bia Haddad’s result. And will continue to accompany her in all that remains to be conquered. Congratulations!
TENNIS
Joma and World Padel Tour player Alba Galán signed a sponsorship agreement by which the player from Madrid became the main image of women’s padel. A month later, Antonio Fernández “Pincho” and José Antonio García “Diestro” joined the JomaTeam through another sponsorship agreement. Both players have been sporting Joma since the beginning of the 2022 season.
Joma has been in the padel world for several seasons with its line of technical footwear, and now it has staged its debut with the launch of its first line of padel rackets. The event took place on December 15 at the Master Final of the World Padel Tour, of which Joma is the official footwear.
12 - Pádel -
The three new incorporations renew for JomaTeam padel.
The event was hosted by journalist Fernando Timón and was presented under the slogan “We are padel”.
All three play with the Tournament racket, a high-end Joma model designed for the player to develop their maximum power.
The global presentation was supported by Joma customers and distributors from more than 20 countries, including Italy, France, Morocco, Denmark, Belgium, Nigeria, Iran and Russia. In addition to witnessing the World Padel Tour live and the experience of the brand, they were able to see the 2022 collection of padel rackets with significant advances in the professional and intermediate ranges. A part of the Spring-Summer 2022 textile collection for rackets was also shown at the event.
During the event, Mario Hernández, general manager of WPT, emphasized the mutual trust between Joma and his organization and the security of having the best possible official padel footwear; and Marina López, marketing director of Joma, highlighted the strong commitment of the brand in this sport and the commitment of a family company.
Alba Galán, Pincho and Diestro team up with Joma
Joma organizes its world padel kick-off at the Master Final Padel Tour
At the event, hosted by Paddeleros journalist Fernando Timón, Joma’s positioning in this sport was presented under the claim “We are padel”. This slogan is based on the Know How of the sports footwear and textile brand, which has now been applied to its padel production.
The new additions renew the JomaTeam that already had players like Jueani Mieres, Javi Rico or Carmen Goenaga, among others. In addition, Joma is the official footwear of the World Padel Tour and WPT Challenger, the Italian Padel Federation and the Italian Tennis Federation.
13 PÁDEL
Studies confirm a historic growth in the last five years.
In 2022, the World Padel Tour circuit expanded its events held outside of Spain and Portugal, and for the first time Joma has been the footwear sponsor of one of them. Specifically, the WPT Danish Padel Open held in Copenhagen from May 16 to 22 which marked the presentation of the Slam WPT shoe in Europe as the official footwear of the main padel circuit in the world.
Joma padel grows at its fastest pace of the market Padel has experienced a record global growth in recent years. Joma’s sales in this segment have increased from 0.8% in 2019 to 15% in 2021.
Joma presents itself at the European World Padel Tour
All market research conducted on the padel sector has confirmed that the growth of this sport has been historic in the last five years. Few sports have undergone such a rapid transformation in such a short time. Joma has been one of the leading brands in this growth in footwear and apparel segment, which is demonstrated by the sales data for its 2021 fiscal year. In 2019 padel sales accounted for 0.8% of the company while in 2021 they accounted for 15%. This growth of more than 1500% indeed, is also a historical milestone in the corporate accounts for a sport.
The brand was present at two of the events on the international circuit: Brussels and Copenhagen.
On the other hand, at the Circus Brussels Padel Open, which took place from May 1 to 8, Joma installed a retail space and showroom to show its complete collection of footwear, apparel and padel blades to a market where this sport is booming in. Both events were a great success in terms of public attendance and impact, which will undoubtedly help the consolidation of padel in Europe.
Pescados Rubén Burela team wins the Copa de la Reina futsal championship
Zicky Té, European Championship MVP
Pescados Rubén Burela, whose official sponsor is Joma, won the Copa de la Reina de futsal 2022. They did so after facing Madrid team Futsi Atlético Navalcarnero, their most direct rival. This was the fourth consecutive Queen’s Cup for the Galician team, and the fifth in their list of titles. The final score was 3-3. The match, which took place at the Paco Paz pavilion in Ourense, ended up in penalties. The second half ended in a draw after Becha broke the deadlock with a goal with a spur shot. This goal from the rival team made the Galician team give everything to neutralize them and go into over-time. This half finished the same way it started: without breaking the tie. That’s why both teams had to play the title in a penalty shoot-out. In the end, luck was on the side of the Pescados Rubén Burela warriors, who, with Cilene’s decisive penalty, managed to win their fourth Copa de la Reina.
Joma accompanied Pescados Rubén Burela all the way to victory. Joma sponsors one of the best futsal teams in the world.
Zicky stated that “it is difficult to express in words what I feel at this moment and all I can say is that I am in heaven. I am very proud of this team and I want to thank all the people who have helped us get to this moment.”
“I have been saying for a long time that Portugal likes to suffer, it seems to be in our DNA to struggle before we see the light and prevail. Today and always we believed in ourselves and in the strength of the team, even when we were losing 2-0. The strength of this team has no limits and that is the reason for all our success”, concluded the ‘JomaPlayer’ pivot.
This is the fourth consecutive Queen’s Cup won by the Galician team.
- Futsal -
The ‘JomaPlayer’ was at a spectacular level. After being proclaimed world champion, he lifted the European trophy, in addition to his title as best player of the tournament.
14
Portugal’s Zicky Té has been named Player of the Euro Futsal Championship 2022 after being selected by the UEFA Technical Observers team in the Netherlands. The 20-yearold Sporting CP pivot, skilled and strong, made a big impact in his first European Futsal Championship, especially with the two goals that led to the comeback in the semifinals against Spain.
The two goals in his first European Futsal Championship made a big impact.
Made from 100% recycled polyester in a sustainable process demonstrating Joma’s strong commitment to caring for the environment. They are also characterized by their high quality and technological qualities. Both the first and second jerseys are made with Micromesh System technology maximizing breath-ability. In addition, flatlock seams prevent rubbing on the players’ bodies.
Joma presents the new official uniform of the Spanish National Futsal Team Joma, as official sponsor of the Royal Spanish Futsal Federation (RFEF), presented the official uniform that the national team wore during the UEFA Futsal Euro 2022: The jerseys were the second collection of the Spanish brand as technical sponsor of futsal of the Royal Spanish Football Federation.
In terms of design, the first jersey was red with yellow touches, while the second jersey featured white over red touches. The two-tone style retained the two-star shield of the Spanish National Indoor Soccer Team. The official T-shirts are made of 100% recycled polyester.
15
FUTSAL
Joma presents the new official CD Cruz Azul jerseys
Mouloudia Club D’Alger announced that Joma would be the new official technical outfitter in an unprecedented sponsorship deal. Providing the club with all the uniforms for the first team, as well as training and travel clothing for all Mouloudiateams.
product is recognized for its quality and technological qualities, which have been applied to the CD Cruz Azul jerseys. The replicas that are for sale also follow these quality standards. This way, fans can enjoy the same advantages as the club’s players. This is an exclusive Joma initiative, which seeks to maintain the excellence that characterizes its products at all times.
In addition to the jerseys, the complete Joma collection for the 2022/2023 season is completed with an extensive line of training apparel, consisting of sweatshirts, t-shirts, shorts, pants, outerwear and accessories, and another line of casual-wear apparel.
Thanks to sponsorships like this one, Joma is present in main football leagues around the world, in all international competitions and in the World Cup. The sports brand provides the club with uniforms, training and travel clothes.
Joma becomes the new official sponsor of Mouloudia Club D’Alger
16 - Football -
Club D’Alger is a team created in 1921 during the French occupation and, as such, MCA is known for being the revolutionary club with the biggest following in Algeria. It was also the first Algerian club to win a continental competition: the African Cup of Champion Clubs in 1976.
Joma, as a reference sports brand in football and technical sponsor of CD Cruz Azul, presented the official jerseys with which the players will face the upcoming season. The design of the official jerseys for next season is the same in all three, maintaining the club’s identity colors. The first CD Cruz Azul jersey is blue, maintaining the club’s identity incorporating white and red details on the collar, cuffs and sides. The second shirt has white as the main color, with blue and red touches. The third jersey has a new feature: fading from red to black, including white and blue touches. Therefore, the representative colors of CD Cruz Azul are combined in a uniform reflecting the essence of the club. In the three jerseys, a sublimated print of the different shields that CD Cruz Azul has had has been incorporated, starting at the bottom and moving up in different shades. This print commemorates the evolution and changes of the club on its 95th anniversary. In short, with this exclusive design Cruz Azul seeks to boast a history full of glory and greatness, which began in 1927. This is a collection of classic style jerseys with a polo neck, regular pattern and mesh inserts on the sides, the areas that need more perspiration. With elastic on the sleeves and collar for a better fit. The fabric is finished with a linear Joma’spattern.
The 2022/2023 collection maintains the club’s identity thanks to the blue as the main color. Joma wanted to add a change: the shirt features thin wavy lines on the front. These light blue and white lines give it a modern touch and a fresh look. At the same time, the essence of the club has been maintained. As usual, the club’s logo has been included, which also appears printed on the fabric of the front of the shirt. The technique used for this is embossing. In addition, the back design is plain. As for the fabric, it highlights the use of dyed thread making the garment extremely light and breathable. Featuring a classic style with a regular fit and mesh inserts in the underarms, the areas that need more perspiration.
Motagua, an officially sponsored Joma team, was proclaimed champion of Honduras in the final of the Clausura 2022 tournament. They did so after defeating Real España 3-2 in the final of the Betcris League, played at the Olímpico stadium. The match was a hard-fought one but, after three years of waiting and three coaches later in this tournament, Motagua won its 18th cup. For their part, JomaTeam lifted the trophy after two months of waiting. Their last title had been in the Clausura 2019. Joma, as their official sponsor, accompanied the champions on this road to victory. And there are still many more to be won. Congratulations! Hoffenheim will continue to sport Joma clothing next season.
17 FOOTBALL
JomaTeam won its 18th cup in this Betcris League final.
Joma, as technical sponsor of TSG Hoffenheim, presented the team’s official jersey, part of the uniforms with which they will face their competition next season.
Joma and TSG Hoffenheim present the first official jersey for the 22/23 season
Joma’s collection for the 2022/2023 season is complemented by an extensive line of training apparel, consisting of sweatshirts, T-shirts, shorts, pants, outerwear and accessories.
Motagua, champion of Honduras Clausura 2022 tournament
18
JomaTeam Cruz Azul becomes the champion of the Supercopa MX Cruz Azul, a team sponsored by Joma, has managed to win on penalties after defeating Atlas on penalties (2-2 in regulation time, 3-4 in the shootout). It was a thrilling match at the Dignity Health Sports Park in Los Angeles (USA). The match kicked off the 2022-2023 season for the Aztec club. After 90 minutes of regulation time with the score tied, penalties decided the outcome. In the end, the JomaTeam was chosen. Santiago Giménez and Ángel Romero scored the goals that gave Cruz Azul the Superliga MX crown. In this match, Cruz Azul debuted its new kit manufactured by Joma. It maintains the blue colour as the main element, a tone which has represented the club for more than 70 years. It also incorporates the latest technology so characteristic of Joma in the market. With this collection, Cruz Azul will play all the matches of this new season that has just started. Cruz Azul is one of the most popular football teams in Mexico. Since 2019, it has been part of the JomaTeam family and has become one of its most representative sponsors. It enjoys an extensive track record, both nationally and internationally. Among his national titles, he has won five editions of the Mexican Cup and two trophies as Champion of Champions. Internationally, it is the club with the second most Concacaf Champions League laurels with six titles. It was also runner-up in the 1972 Interamerican Cup and the 2001 Copa Libertadores. Villarreal and Liverpool faced each other at the Estadio de La Cerámica stadium in an exciting and hard-fought Champions League semifinal. In the end, the JomaTeam failed to qualify for the final. The 2-3 result left the yellow team on the edge of absolute success. Even so, Villarreal closed a streak of successful seasons. A few months ago, they lifted the Europa League title, the first in their history. Afterwards, it managed to eliminate Bayern Munich and reach the Champions League semifinals after 16 years of trying. In fact, no one ruled out JomaTeam qualifying for the final, even though they recognized that they needed to reach a level of excellence in the game. Although in the end it was not possible, the JomaTeam reached another milestone in its history, and it remains to be seen what the future holds. Villarreal wrapped up an era of success with this result. Villarreal almost makes it to the Champions League final
FOOTBALL
19
Both of them and the participants wore Joma uniforms, who designed an exclusive T-shirt for this moment in collaboration with the organization. They also wore the famous Storm Viper renewed for this year’s race. Joma was present at a sales stand, where the exclusive products of the race were displayed: the official T-shirt and the Storm Viper Run Rome. Customers were able to purchase them there. This way, the brand was able to give maximum visibility to its product at the event.
This year Joma, as the official technical sponsor of the race, created the uniforms for the athletes. The 42.195 km course took the participants through the streets of Rome and past the city’s tourist attractions. The traditional marathon therefore has become a blend of sports and culture.
The Acea Run Rome The Marathon ran through the streets of the Italian capital on March 27th for its 40th anniversary.
Joma provided apparel for the athletes of the Acea Run Rome 2022 Athlete Abel Antón is now Joma’s ambassador
Abel Antón made his official debut with Joma in the last Movistar Madrid Half Marathon, where he also wore the official shoe of the race: the Joma Storm Viper Movistar Half Marathon Madrid.
As for the results, athletes from almost all over the world competed for first place in the race. The athlete who won first place was Ethiopia’s Bekele Fikre Tefera in the “Marathon Competitive”. In the “Run4Rome” charity relay was an Italian who won the medal on home soil: I. Bradipi.
The traditional marathon ran through the streets of Rome, combining sports and culture. The brand and the athlete joined forces to work on improving athletics.
- Running -
The double world marathon champion, Abel Antón, is one of the latest additions to the JomaTeam. Sports brand Joma and the athlete are two of the great ambassadors of Spanish athletics. Both joined forces to continue working to improve the sport at all levels. Antón is one of the historic long and middle distance athletes. His track record includes titles such as two-time world champion in marathon, European champion in the 10,000, national champion in the 5,000 and 10,000, among others. The athlete joined other greats who already collaborate with Joma, such as Fermín Cacho and Chuso García Bragado. This incorporation brought his expertise to Joma’s product development team, as he is one of the brand’s great ambassadors.
20 4 medals for JomaTeam at the World Athletics Championships
More than 17,000 runners flooded the streets of Madrid, with Joma as technical sponsor. For its part, Joma designed an exclusive T-shirt for each race, as well as the official Storm Viper Madrid Half Marathon shoes. Both were displayed at a commercial stand, where participants were able to purchase the product and learn about the brand’s complete running collection.
From March 18 to 20, international athletics met in Belgrade for the 2022 World Indoor Athletics Championships. Joma sponsored four federations, the same number as metals won by Joma teams. Spain’s gold was the first and was quickly followed by another silver medal for the national team, which together with Slovenia’s bronze in pole vault and Serbia’s gold completed the four medals in this world indoor event.
On Sunday, April 3, the twenty-first edition of the Movistar Madrid Half Marathon took place, with Joma as the official technical sponsor. This was followed by the Profuturo solo race. The Madrid running festival was held on its traditional date: the first Sunday of April. Elite and amateur athletes joined together in a morning of successes, such as the female record of the race achieved by the Kenyan Winfridah Moraa: 1h07:22. In the men’s race, Kipkemoi took the victory. In the Profuturo race, all proceeds went to the digital education program promoted by Fundación Telefónica and Fundación La Caixa. The goal was to contribute in reducing the educational gap in vulnerable environments in Latin America, the Caribbean, Africa and Asia.
Joma celebrates the Movistar Half Marathon of Madrid Two golds, one silver and one bronze went to the federations sponsored by Joma.
RUNNING
Joma presents its new official running shoes for the Rome, Bilbao and Paris races
This STORM VIPER model has undergone a major improvement in both design and technology. The midsole is completely new and has been designed to maintain the same reactivity and increase in stability through significant modifications. The addition of the STABILIS SYSTEM in the heel provides more base for impact entry and a wider sole. Containing the movement of the foot on entry, providing greater stability to the foot-step. This firmness improves athlete’s performance as the foot will not have to be secure before impact, increasing the protection of the joints to avoid injuries. In addition, the internal toe cap reinforcement helps to improve stability. This way, the runner will feel the security of the new Storm Viper in all phases of the foot-step.
Ace Run Rome, Bilbao Bizkaia Marathon and 20km Paris launch the official Storm Viper. Joining the exclusive lines for Movistar Media Maratón de Madrid, Ibiza Marathon and 15k Valencia Nocturna.
Another change is comfort thanks to a renewed upper with more flexibility and more VTS breath-ability. The application of DURABILITY low abrasion technology is maintained extending the life of the shoe and REACTIVEBALL to maximize the reactivity of the shoe during the race.
21 RUNNING
The sports brand, as technical sponsor of these major races, presented the new Storm Viper running shoes with their exclusive designs. This is its first edition for the Bilbao Bizkaia Marathon since the Roma and Paris shoes correspond to the second Joma edition. In the first months of 2022, new designs arrived at Joma for the official shoes of some of the major European races it sponsors. All have the common denominator of exclusive designs adapting symbols of the identity of these cities and countries in order to personalize the Storm Viper high-end shoe. For the Bizkaia Bilbao Marathon shoe, symbols and colors of the city of Bilbao were used, and in the case of Paris and Rome a very innovative design was used, combining the colors of the flags of France and Italy respectively. This way, different sneakers were created that together created the main symbol of identity of their country. Both were a great success among runners.
22 - Rugby- Handball
Joma prepared five activities for fans to purchase the official signed jersey.
-
Poland, Russia, Croatia and Ukraine who wore the J on their chests in their quest to become champions of the old continent. To communicate this great presence of the brand in the European Championship, Joma prepared five activities, one per country, where fans could get the exclusive jersey signed by their players. In addition, this campaign was supported by a video piece showing Joma’s passion and understanding of handball.
The Lionesses renew their European crown with a win over Russia
Miguel Sánchez Migallón has thus become the first to sport Joma, together with the Spanish Handball National Team. This way, the sports brand has positioned itself even more in this sport.
The Leonas did it again. Neither the persistent rain that fell on Madrid, nor the size of the strong Slavic players were enough obstacles to prevent success. José Antonio Barrio’s pupils were crowned queens of Europe for the sixth consecutive time after knocking out Russia 27-0 in a hardfought victory. This title, the ninth in the list of honors of the women’s national rugby XV team, which began to be cemented seven days ago in Amsterdam. With a brilliant epilogue in Las Terrazas de Alcobendas, in front of a crowd that enjoyed the choral performance of the Spanish national team.
Joma sports brand and Miguel Sánchez Migallón made their sponsorship agreement official whereby the handball player wears Joma shoes in his matches. This is the first handball player to be sponsored by Joma, making him the main figure of the JomaTeam in this sport.
The handball player wears Joma shoes in all of his matches.
5 JomaTeam squads at the European Handball Championship
Miguel Sánchez Migallón is currently playing for Polish club Vive Kielce after playing for several Spanish teams. Among his achievements are the 2013 Club World Cup and the Copa del Rey of the same year. In addition, he is an Olympic medalist: winning the bronze medal at the 2020 Tokyo Olympics. The handball player wears Joma’s Impulse shoe, suitable for the player’s high professional level. Characterized by its superior foot support, tough firmness and stability, and its level of breath-ability, the Impulse is the ideal shoe for the player’s professional level.
The 2022 European Men’s Handball Championship was held in Hungary and Slovakia between 13 and 30 January 2022 featuring five national Spain,teams.
The team has won the title for the sixth consecutive time.
Miguel Sánchez Migallón chooses Joma as his new sponsor
Lube Volley #JomaTeam is runner-up in World Championship
Two Cucine Lube Civitanova athletes were also awarded by the FIVB at the end of the Club World Championships for their excellent performances on the court: Robertlandy Simon was named best center back of the competition and Fabio Balaso received the award as best sweeper of the tournament. The Panthers add one more title to their young history.
Second place JomaTeam became the first of the European teams.
23
- Volley -
The World Cup of Clubs was the first trophy lost by the #JomaTeam in the last two years. Paola Egonu (35 points) was not enough to fight against an in-form Vakifbank Istanbul, and after a five-set struggle, Imoco gave up the world crown with their heads held high. Nevertheless, the Imoco Volley Conegliano Panthers managed to become Italian champions for the fifth time in their young history. This milestone has only been surpassed by Bergamo (8 championships) and the legendary Olimpia Teodora Ravenna (11 titles). For Imoco this is its fifth victory and its 16th trophy since it was founded in 2012. Lube’s world title defense in Brazil fell short. For the third time in four appearances in the World Club Championship, Cucine Lube Civitanova came close to winning it at the final. Despite the defeat, it was a positive result for the #JomaTeam, who had the opportunity to defend their title thanks to a FIVB Wild Card. Moreover, thanks to this second place they became the first European team.
Imoco Volley, world runner-up and champion of Italy
24
25
26 - Marketing -
Joma launched the Padel Evolution campaign offering its products to padel players so that they can enjoy its quality and technology throughout its evolutionary process.
The quality and technology combined with the large quantity of JomaPlayers in tennis give Joma a fundamental role in this sports sector. That is why, with this campaign, customers can look at Joma products worn by their tennis players and buy them. This way, they will live tennis as real professionals do: giving the best of themselves and reaching their best version. They will be able to enjoy it throughout the season.
The best Joma product to evolve in padel
Joma tennis players inspire the campaign “Unleash your competitive instinct”
Joma launched the “Unleash your competitive instinct” campaign to showcase its wide range of sponsorships in the tennis world.
The name is one of the phrases most often repeated to tennis players in order to find a boost to become the best.
Padel is a sport that involves being exposed to new conditions and stimuli that are sometimes very difficult to perceive. The improvement of movement or reaction capacity are variations to which the padel player has to face in the game. And getting the optimal point is not an easy task; requiring continuous effort and dedication. A process similar to what living beings go through during their evolution: their characteristics adapt to what the environment demands. With this campaign, Joma showcased its extensive padel line to customers, who were able to purchase it and enjoy the brand’s latest technology. Helping athletes to give the best of themselves throughout their evolution is one of Joma’s top goals.
Handball is a sport that requires excellent concentration, endurance, reaction capacity and strength. But, above all, the fundamental value in any sports discipline is respect. These are the values that Joma wants to transmit with We Are Handball, since only the brand that understands them can offer the best to its sponsors.
Perfection as the star of FIT’s new apparel and footwear line
In the design of the new apparel and footwear line for the Italian Tennis Federation, Joma put itself in the shoes of the ancient Roman sculptors in search of perfection and elegance. In ancient Rome, the bodies of athletes expressed detail and precision, which is why sculptors looked to them to sculpt their works. What Joma has sought with this new creation has been to pay attention to every single detail so that the Italian Tennis Federation is at the height of tennis and Roman sculptures. Its inspiration has been the Foro Italico, an Italian sports symbol reminiscent of the Roman Forum of the imperial age, which has hosted numerous international championships. Surrounded by statues dedicated to various athletes, reminiscent of those erected during the Roman Empire.
27 MARKETING
Joma, as a reference brand in the world of handball, created the We Are Handball campaign. With it, the brand has brought the image of all its handball sponsorships to the public, as well as helping to raise awareness of this sport.
We are handball
Joma’s product is known worldwide for its quality and technology. The company has shown that it knows how to adapt to the needs of each sports sector and, in We Are Handball, it shows all the technological qualities enjoyed by JomaPlayer handball players.
Elegance, care and grandeur go hand in hand in this new design that Joma created in its sponsorship with the FIT. This way, Italian tennis players are sporting uniforms that stylize their bodies to the maximum while providing all the necessary comfort for the game.
28
Joma launches campaign in honor of veteran athletes
The brand has a wide range of futsal sponsorships and wanted to show them to the world with the Magic Skills campaign. Its players are quite varied: men, women, legends and up-and-coming promises, all of them with a technical ability that leads them to give the best of themselves on the Thecourt.Portuguese National Team is the last JomaTeam to win an important title: champions of the World Cup and the European Futsal Championship. This has been the trigger that led Joma to demonstrate its pride and its ability to offer the best to the best. Its position in futsal is already unstoppable and clearly highlighting Joma’s power in this Indiscipline.addition, the futsal catalog has the quality and technology that characterizes a professional product, and is fully accessible to the customer. So they can try it our for themselves. The brand wanted to pay tribute to our elders with the GrandFluencers campaign. With it, it wants to transmit the values of “never give up” and daily effort to the youngest athletes. They more than anyone else, are aware of how hard it is to keep going day by day and of the culture of effort involved in the world of sports. This way, Joma values the ability of elder people to face the obstacles of everyday life, and aims to transmit them to the new generations of athletes. They are the senior influencers who, with their experience, serve as an inspiration to move forward. Sports is a practice that requires a lot of effort, but that restores vitality and is even capable of changing the mood we are in. For this campaign, Joma published creative segments of its most veteran athletes, such as Consuelo Alonso, an athlete since 1965. Therefore, the customer will be able to find in them, the motivation to give the most of themselves.
- Marketing -
Joma showcases its power in futsal to the world
Joma pays tribute to its athletes in the “Collectible Figures” campaign
The brand created an online communication campaign to highlight the sports achievements of tennis player Pablo Carreño, futsal player Ferrao, swimmer Mireia Belmonte and walker Chuso García-Bragado.
29
“The figurines in a museum’s collection are exclusive and unique pieces. Works of art worthy of being mentioned. And so is the sports career of Joma’s great sponsors. That’s why Joma wants to pay tribute to them for what they are: unique”. This is the rationale behind the new Joma Figuras de Colección campaign. Through different audiovisual and graphic pieces, the great sponsorships of works of art are presented as unique and worthy of being considered works of Theart.portfolio of athletes sponsored by Joma is very broad. Countless professionals in disciplines such as tennis, padel, football, futsal and running among others in which Joma trusts to give visibility to the brand. A relationship of mutual trust since they have chosen Joma as a working tool.
MARKETING
30 - Innovation -
Joma to expand the printing department
Joma continues to reinforce its investment at the Portillo de Toledo logistics center with the purchase of two new machines: a transfer or printing machine and a logo cutting machine. As a result, the physical space dedicated to this department will also be expanded. Currently, 600 logos are transferred to apparel garments per person per day.
The work of the printing and screen printing department is a fundamental part of all those that make up Joma. Made up of four areas, each one corresponding to a task, giving rise to a teamwork where each step leads to the next. First, there is the screen printing part, where 400 screen prints a day are made on three large printers on polyester and cotton fabrics. Its operation is like that of any normal paper printer: the design is prepared, the machine’s software receives it and, minutes later, the print is captured on the garment. In addition, it allows you to combine colors, The new expansion is thanks to the purchase of two new transfer and cutting machines.
shapes, gradients and any model that the Joma design team sends out.
The next step is the preparation of the logo. In this part, all kinds of logos are printed: advertising, uniform shields, etc..., each one with its own design and color. Now, this work is optimal and easy thanks to the fact that vinyl, a material that limited the design and the cutting of the logo, is no longer used. Finally, the product has to be ironed, folded, packaged and labeled. The ultimate goal is to get it to the customer with the highest possible level of quality.
The continuous expansion of Joma’s sponsorships means that the production of official uniforms is increasing. This, together with the brand’s existing product catalog, means that more speed and simplicity in the work is needed. This is why Joma is investing to provide the latest technology to one of its departments in full growth.
5. All departments have had to adapt to changes over time. In the case of yours, has it also had to adapt to these changes? In what way? Growth has been enormous throughout the company. In particular, my department has had to adapt to the new times and, with it, the staff. We have been able to meet the needs as they have come up. For example, clients are asking for more and more graphic material for multiple platforms. And we have to adapt to it.
7. Joma, as a company, is in continuous growth, incorporating young people to its team. What advice would you give them from your experience? I would tell them that, like everything else in life, you have to enjoy what you do. You have to try new things to make mistakes and keep learning. That way you will find the motivation you need every day. We started with the edition of footwear and apparel, starting from samples or drawings.
4. Over time, you accumulate experiences that help you grow in your job. Tell me about yours, what has been your most difficult moment? As in life, experience comes from work, and after 37 years I am still learning. In the 90’s we, (Pedro, Oscar, myself and other colleagues) won the National Award of the Graphic Arts Association, and also several other awards for quality in graphic reproduction in Europe. As I am a bit of a non-conformist and I go for broke at everything I do, my restlessness to learn and improve every day makes me not lower my guard and keep thinking about the how and why of everything. As for the most complicated moment, it was undoubtedly the loss of our lifelong partner Pedro Lopez. The last and most recent was the confinement. It is very difficult for a person like me to be away from the limelight for so long. It took forever... I remember the first day I came back and told Marina to put a bed for me in the studio, that I didn’t want to go back to another confinement. She laughed a lot.
1. We usually interview senior colleagues who know Joma in depth. You are one of them. When did you join Joma? I physically arrived to Joma in 2007, 15 years ago now, although I had been working with them since 1986-87 in the previous companies I had worked for.
Interview to Rafael Sierra
3. Which way has the company changed? Yes, very much so. Now the factory has more than doubled in size from what it was like when I arrived, and therefore the increase in personnel has been very significant too. As for Joma’s worldwide projection, you only have to watch a sports program on television to see that the brand appears continuously, both in national and international competitions, and in a wide variety of sports.
2. Work processes are constantly evolving and changing. In your case, have you noticed big differences since you arrived up until today? Since I’ve been working here, the evolution in my profession has been spectacular. I say it’s like being in a futuristic movie where you can see and experience for yourself a radical change: the transition from the manual to the digital era. I joined Joma after working for them from other companies, first Pedro, then me and later Oscar. The three of us, as professionals in our sector, saw the opportunity here to evolve with the company. We started with the edition of footwear and apparel, starting from samples or drawings. I remember that we used to create montages that looked like real photographs. Now everything is digital, everything is more modern.
6. And the most satisfactory one? The most satisfying moment was the day we changed the printing of the catalog. With the help of the printer, we adjusted the colors so that printing would be more loyal to the real product. This took us many hours and days of work, with the complexity that this entails. We had to take into account that it was a change that had never been done before due to the great variety of colors. In the end, the result was excellent.
31 Interview -
