Magazine 08 ENG by JOMA SPORT

SOLO POR DEPORTE

MAGAZINE

NÚMERO 8 / 2020

Editorial I founded Joma in 1965, pledging to dedicate all my effort, time and love to the company, and 50 years later, that is exactly what we do. For Joma, the image of an athlete has always been their best representative, which is why the company provides outfits to eight international Olympic Committees, a range of different national sports teams, such as rugby, handball, volleyball and basketball, over 300 professional teams including the main soccer leagues, the champions of the Spanish and Brazilian indoor soccer leagues, as well as the thousands of professional athletes who place their trust in us, year after year. Further added value comes in the form of Joma’s logistics, which this year, thanks to a major investment in robotics, managed to deliver 87% of orders before the date scheduled and reduce the margin of error to 1%. In 2018, the company grew exponentially thanks to successful design, the good pricequality ratio, the great offers published in our catalog and the delivery logistics, which has helped to attract more and more satisfied customers every day.

Fructuoso López, founder and President of Joma.

Today the company is made up of nine subsidiaries in countries such as Italy, the United States, the United Kingdom, Hong Kong, Germany, Brazil and China, and it also has a commercial presence in more than 110 countries.

Joma se encuentra en el top ten de las compañías de deporte con más éxito del mundo. Joma it is within the top ten sport companies with more success.

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JOMA receives Business Merit Award. 4 The Spanish Football Federation (RFEF) and Joma Sport agree that the sports brand will be the official technical sponsor of indoor football. 10 Joma returns to ISPO. 16 Joma runs in Porto. 20 Spain rewrites history at will. 27

Volley Joma on the roof of the world! 34

Joma has a big presence in Tokyo 2020.

Heritage. 48

Joma celebrates the First Edition of the Women with Bright Projects Awards. 52

Joma successfully completes Les 20 km de Paris. 54

Joma expands its logistics centre. 62

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JOMA receives Business Merit Award

positioning and expansion, which has led the presence of the company in more than 120 countries.

This award is the recognition of more than 50 years of business career in the sports sector. Joma is a referent in Castilla-La Mancha as an example of growth,

The purpose of these awards is to publicly recognize those companies that have contributed to the development of the economic activity in Castilla-La Mancha in remarkable and extraordinary ways, serving as an example in their specific fields and contributing to the improvement of competitiveness, with a socially responsible approach during 2019.

he Regional Government of Castilla-La Mancha held its 4th edition of the Castilla-La Mancha Business Merit Awards. In Los YĂŠbenes, Mr. Fructuoso LĂłpez, founder and president of Joma Sport was awarded best family business in Castilla-La Mancha by the President of the region, Emiliano GarcĂa-Page.

The awarding of this prize, in its different modalities, has an honorary character, and aspires to recognize particular values and promote the social standing of those who receive it. The event was attended by members of the Joma Sport Management Committee, the President of the Toledo Provincial Council and the President of the Castilla-La Mancha Regional Government.

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Source: El País EL PAÍS, Saturday 11 January 2020

economía

Joma is on par with the sports giants The family-run multinational manages a 250-million-euro business from its headquarters in Portillo. Gender equality in the Joma Sport directive is resolved by biology. Fructuoso López is the founder and president; Marina Arellano, his wife, is the vice president; and the children, José Manuel, Alberto, Fructuoso, Alicia and Marina, are in charge of accounts, textiles, footwear, sales and marketing. From its giant factory in Portillo, Toledo, the family runs the multinational company dedicated to sports and footwear, present in 120 countries. Even the name Joma comes from the family, formed by the first syllables of their firstborn, José Manuel. The story of the business begins in 1965 with Fructuoso López (Portillo, 1942) -Fortu to friends-, who since childhood was obsessed with being an entrepreneur, with doing things for himself: ‘I didn’t care about the salary.’ In his village he had no other choice but to work in the fields like his father or become a shoemaker, and he chose the latter. He learned the trade, took courses in modelling and when he returned from the military service he established himself: ‘I borrowed 15 pairs of lasts and a Singer machine, valued at 3,000 pesetas (18 euros), which would be deducted from my work making football boots for a client in Madrid’, explains Fructuoso. He now has 400 employees and six subsidiaries around the world (Mexico, United States, Brazil, Italy, China and Panama) with their own sales staff. An activity summarized in 250 million euros worth of sales for 2019, with a growth of 15%. 70% of this income comes from exports, and of this percentage, 40% from Italy, France, the United Kingdom and Eastern countries, while South America represents 15%. Although the company began with football boots, now sports textiles make more than footwear.

Now with the new technologies it is very easy to reach everywhere, but then you had to look for distributors who trusted you. In this new scenario many distributors have disappeared and we have ended up absorbing them’, he explains. At its facilities in Portillo, several languages can be heard. Joma has a huge exhibition of its products there and a saleswoman explains in Polish to two customers the advantages of its sports textiles and shoes, while next door you can hear another conversation in French. ‘We have salespeople at our headquarters who explain our products in 13 languages,’ he says. All the products arrive to the Joma factory in Toledo and are then redistributed, whether that be within Spain or to Asia. They are currently expanding the factory, which features huge warehouses and an order sorting system with a capacity of up to 30,000 units per hour. Fructuoso is strongly committed to e-commerce and new technologies.

Fructuoso López admits that selling abroad was very complicated. ‘Forty years ago, when I had few resources, I invested in the brand, registering it in many markets. But no one was helping you, you The dilemma of manufacturing were learning by trial and error. But with Joma, as with the multi-

nationals it competes with such as Nike or Adidas, it does not actually manufacture a single shirt, shoe or ball. Fructuoso Lopez realized that he either had to outsource manufacturing or he would end up having to shut down. First he went to Korea, then to China and Indonesia. As he explains, there are times when prices dictate how things are manufactured. For example, Mexico places a tax rate of 400% on goods coming from China, while Indonesia has no tax at all. ‘We send the design and textiles to our office in China, they send us the model and, if we agree, they start to make the collection’, says Joma’s president.

red football boots of the footballer Alfonso Pérez; sponsorships of Butragueño, Beguiristain, Martín Vázquez are all milestones of the marketing commitment.

The vision of its founder has allowed it to compete with very strong brands such as Nike and Adidas. ‘You must not face your competition. When you see them coming, you change lanes because every company has to know where it is at all times. We have to make a good, well designed, quality product, be serious and offer a good service and invest in the product instead of focusing only on advertising. For nine years in a row we have been the number one seller of One of the keys to success over sports equipment in Spain,’ expthe last 54 years has been their lains López. commitment to sports sponsorship. This year they sponsored nine In addition, he says, there have Olympic committees including the been numerous attempts to buy Spanish one. They estimate that in the company. Venture capital firms Tokyo 2020 more than 20% of the have approached to buy with 10% athletes will wear Joma. In the last and in five years raise the percenRio de Janeiro Olympic Games, tage to 40%. ‘We’re family and if the Spanish brand sponsored nine we sold the company we’d be breaOlympic committees, from Spain king up the family,’ the president to Mexico and Portugal, and 18 said. federations or sports. The colou-

Debt and dividends Joma’s debt issue is easily resolved: it does not have any. Logically, they use the typical credit lines to go about their daily business. ‘I’ve never asked for money from banks or friends. All the growth has been with our own money and it continues to be so’, explains Fructuoso López. Joma also does not distribute dividends to his family shareholders. The goal is always to grow the business with the profits it makes. ‘My children have their salary, their houses and are devoted to the company’, says the president. However, the family has its investments, which are of course shared. The founder of Joma was never attracted to financial investments and always opted for assets. Thus, the family has two hotels in Mallorca, owns 40% of the Décimas sports shops and has invested in commercial premises, estates and land.

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Source: TradeSport

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The Spanish Football Federation (RFEF) and Joma Sport agree that the sports brand will be the official technical sponsor of indoor football From now on, Joma are set to dress all national teams and the Federation’s indoor football competitions. The Spanish Football Federation (RFEF) and the sports brand Joma have reached an agreement that will make this firm the new official technical sponsor of all indoor football. The President of the RFEF, Luis Rubiales, and the General Director of Joma, Alberto López, have signed the contract that will allow this collaboration to begin. Joma will thus be dressing the men’s and women’s national indoor football teams, across all levels, and they will be the official sponsor of all the RFEF competitions for this sport, from the Spanish King’s Cup to the Spanish Queen’s Cup, including the Women’s Supercup. During the event, the national team’s official ball was presented, showing its modern design based on the colours of the Spanish National Team. The kit will be presented later in April. Joma also designs the specific ball for the Spanish Cup in Málaga. The president of the RFEF, Luis Rubiales, emphasised the importance of the agreement with Joma. Without a doubt it will promote football, which is a priority for the institution he directs and that is ultimately responsible for Spanish football as a whole.

He also recalled the history of a company like Joma, which is celebrating its 50th anniversary as a benchmark in sports equipment, and congratulated, starting with its president, all members of this company, a referent in the sports market based on their

proven achievements over the years. For Joma, the image of an athlete has always been his best representative, that’s why in the next Olympic Games in Tokyo it will dress 8 Committees including the Spanish Olympic Committee. In the most important world

sports event, the brand will also be represented by 18 Federations from different disciplines; the Spanish Athletics Federation, the Spanish Handball Federation or the Spanish Rugby Federation, among many others at international level. In football, where

Joma is a co-leader in the sponsorship of the Spanish league, in Italy it has Sampdoria FC, Torino FC and Atalanta FC, surpassing the main competing brands in the country. In Belgium with RSC Anderlecht or Hoffenheim in the Bundesliga, which together with the Romanian,

Ukrainian and Honduran teams total more than 300 professional teams around the world of football. In addition, Joma has the best teams in the Italian, Brazilian and Spanish football leagues. All this makes it the leading brand in the Spanish market and the third brand globally, thanks to the effort and support of thousands of professional and amateur athletes who trust in this brand more and more every day. With this agreement, the Federation continues to deepen its strategy of product diversification, valuing all the assets offered by the different football sports, and increasing the opportunities for commercial collaborations with national teams and competitions.

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The Spanish Athletics Federation and Joma Sport renew their agreement for 4 years

After 11 years of an excellent relationship between the number one Spanish brand in sports equipment, Joma, and the Spanish Athletics Federation (RFEA), they have reached an agreement to renew the sponsorship contract that has been binding them since 2009 in order to continue to standardise Spanish athletes in international competitions. Under the new contract, Joma will continue to be the Federation’s Sponsor Partner, including participation in the Paris Olympic Games. Thanks to this alliance, the National Athletics Team will continue to have high quality technical equipment that responds to the specific needs of each athletic sport. The players will wear the brand on all its clothing

such as footwear, accessories and kit in the context of competition, walking and travel. Joma’s commitment extends to all sporting categories demonstrating its commitment and support not only to the elite but also to the development of a new generation of athletes. As it has demonstrated throughout its history, Joma continues to be committed to innovation, excellence and a commitment to sustainability, all of which are values associated with Spain’s Athletics and which position it as a leading brand in the global sports equipment market. Every year more than 575 athletes and 300 coaches and officials benefit from Joma’s clothing, but also people and groups linked to the

Federation in the field of competition: more than 980 volunteers and 600 judges dress with Joma as they do their work across the competitions. This agreement comes at a very special moment for both entities, as this year the Tokyo 2020 Olympic Games will be held, where Joma will dress the entire Spanish Olympic delegation, and at the same time, it will be 100 years since the foundation of the Spanish Athletics Federation. This union represents the essence of the motto of Spain Athletics ‘PASSION FOR COMPETITION’ and becomes a new impetus and generates renewed energy to support Spanish athletes in the pursuit of their dreams and continue writing the history of sport.

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Fairs and Events -

Joma returns to ISPO ISPO Munich is the worldâ&#x20AC;&#x2122;s leading multi-segment trade fair for sports business. It is held annually in the German city of Munich and Joma has travelled there to show the new collection in football, running, tennis, paddle... as well as the special edition shoes of the National Indoor Football League and the commemorative shoes of the Movistar Half Marathon in Madrid.

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JOMA is present at MICAM 2020 After the great success of the 2019 edition, Joma returns to MICAM, the most important international event dedicated to the world of footwear, which is being held from February 16th to 19th at the Rho exhibition centre, on the outskirts of Milan.

Joma was located in the ‘Players’ District’, a new section dedicated to sports and outdoor footwear that occupies Hall 7. The fair has an exhibition area of about 63,000 square meters and hosts more than 1,400 exhibitors for each

edition, of which more than 600 are international, from 30 different countries. MICAM is the reference point for footwear sector operators around the world, who will be presenting on this occasion all the novelties for the FW20 season.

Cienfuegos visits Joma’s stand The Olympic athlete Javier Cienfuegos was in Joma’s stand in the first edition of the sport leisure and free time fair in FEVAL, located in the town of Don Benito in Extremadura. Cienfuegos has posed with the equipment of the Spanish Athletics Federation, which he wore at the World Athletics Championships in Doha. Cienfuegos won seventh place in the hammer throwing competition in Qatar.

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Joma exhibits at the SAPICA fair in Mexico This is the most important footwear fair in Latin America, where Joma has been showing its product for several years. The Joma brand is experiencing a great moment in Mexico thanks to the sponsorship of Cruz Azul which has increased the brand’s visibility. Those responsible for the subsidiary in the country were able to see for themselves the good results of the stand at SAPICA, where Joma has been exhibiting its products for years.

SAPICA is an international trade fair for footwear and leather goods. It is the most important fair of the sector in Latin America and the second largest in the Americas. Twice a year, SAPICA is held in León. There, leather production is considered the most important industry.

Joma presents its FW 2020 collection During the first months of 2020 Joma has done various presentations around the world, introducing the new Fall Winter 2020 collection to its customers. Joma’s stakeholders thus get to know first-hand about teamwear, casual wear, footwear and sports equipment for the coming season, in addition to all POS materials such

as screens, stands, methacrylates or magnets with product information. These showrooms are located in all the countries where the Joma brand has a presence. Spain alone has 32

to which we must add Italy, Mexico, England, Germany, France and Romania, among others.

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Joma runs in Porto

The Portuguese city hosted its 16th marathon and Joma was there. In addition to the race, the brand was present at the Expo Marathon located at the Conference Centre of the Port Customs, days before the race. This space welcomes athletes who want to enjoy a weekend of leisure and competition. More than 15,000 people attended the Marathon Expo where they could be surprised by the StormViper that Joma prepared for the event.

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Great success in the Giulietta and Romeo Half Marathon 2020 Great success, in terms of participants and audiences, for the 2020 Jensetta Giulietta & Romeo half-marathon sponsored by Joma: more than 8,000 runners enjoyed a splendid and romantic Verona dressed for the occasion on Valentineâ&#x20AC;&#x2122;s weekend.

Joma provided all the technical shirts for the occasion, both for the Giulietta & Romeo half-marathon and for the couplesâ&#x20AC;&#x2122; relay (the Duo marathon), which ran the same distance.

Verona receives the marathon sponsored by Joma Joma is well established in Italy sponsoring many important races. The Verona Marathon is the most important race in northern Italy, it runs through the city of Romeo and Juliet,

passing through the Arena. Numerous athletes will gather to run the 42 km marathon sponsored by Joma on November 15th.

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Minsk Half Marathon gets IAAF Bronze Standard The year 2013 marked the first edition of the Minsk Half Marathon, for the first time the city was filled with runners and cheering people.

In its last edition the race has enjoyed real popularity with a massive audience. The main test has the Bronze IAAF Standard and they are working to receive the Silver

IAAF. Joma sponsors the Belarusian Athletics Federation, the organizer of this event that took place on September 15, 2019.

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Joma is the technical sponsor of the Rome-Ostia Half Marathon Joma is again technical sponsor of the Rome-Ostia 2020 Half Marathon. The Spanish brand, created in Portillo de Toledo in 1965 by Fructuoso Lรณpez and leader in sports equipment, sponsors the half-marathon by creating the technical shirts for all participants. Joma Sport operates in the sports sector producing products ranging from footwear to textiles. It is aimed at teams, athletes and professionals located all over the world: Mexico, Latin America, United States, Brazil, Italy, China, United Kingdom and Germany. In athletics, in particular, the company has been collaborating for some years with the Spanish Athletics

Federation through a partnership that has allowed it to increase its presence at an international level and to establish agreements with other federations, such as Mexico, Bulgaria, Belarus, Honduras, Malta and Portugal. The official 2020 shirt will represent the best in the range with a number of technical features, designed for competitions such as the RomaOstia Half Marathon. An innovative T-shirt created with polyester fabric that offers excellent breathability and greater ability to keep the body cool and dry, while ensuring lightness,

making it comfortable and soft to the touch. Other elements such as the collar, the raglan cut of the sleeve and the fine adjustments are all designed for a better fit, high performance and greater comfort. A model that Joma Sport has also created in close collaboration with the organisers of the same half-marathon (GSBRun - Gruppo Sportivo Bancari Romani and RCS Sports & Events). It is also sports new graphics, compared to the former editions of Roma-Ostia.

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INDOOR FOOTBALL

The RFEF gala honours the best orange season The Pescados Rubén Burela FS shone at the II Indoor Football Gala of the RFEF, winning collective and individual awards in the 18/19 season, the best of this #JomaTeam. Among more than 60 awards granted by the Federation, the orange vice-president, José Luis Sáez, received from the hands of the president, Luis Rubiales, the Cup as champion of the Second Men’s Division. There was also the award as champion of the Queen’s Cup and Spanish Women’s Super

Cup, together with Pedro Rocha, president of the National Indoor Football Committee, and Gonzalo Azkárate, member of the executive committee. As such, the Galician #JomaTeam has established itself among the best football clubs in Spain.

Águila F2 makes successful debut in the Spanish Super Cup For the first official match of Águila F2, the ball that Joma made for the National Indoor Football League had the ultimate debut in the Spanish Super Cup held in Guadalajara last September 7th.

In the Guadalajara Multipurpose Pavilion, FC Barcelona and Pozo Murcia met together with more than 5,000 football fans who saw how Águila F2 behaves on the Blue Court. The match ended 4 to 3 with an advantage for the Catalan club where

Joma has Dyego and Juanjo, this way Joma is positioned as the best indoor football brand. In addition, Alberto López, general manager of Joma Sport, gave the Joma award to the best player of the Super Cup to Juanjo, this award was decided by all the

media that covered the Spanish Super Cup in Guadalajara. Juanjo was decisive in stopping the Murcian advance during the ultimate minutes of the match. Both coaches recognised the importance of Juanjo in the Catalan victory.

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The #JomaTeam awarded at the National Indoor Football League gala The OH MY CLUB Hall in Madrid was the location for the National Indoor Football League gala where the new 2019/2020 season began and the awards ceremony for ‘The Best‘ of the past season were held. The event was attended by the entire national football sector, including the best players, coaches and referees, as well as members of the best team in the history of the LNFS and representatives of the clubs in the National Football League. Within ‘The Best‘, Joma was represented by Juanjo, best goalkeeper and Matteus, best closer; in addition, Pescados Rubén Burela FS was awarded the League Champion Trophy in the Second Division and was recognised as the most sportive team in the Second Division. The gala was also attended by the president of the LNFS, Javier Lozano; the honorary president of the LNFS, Aurelio Gómez Araujo; the vice-counsellor of the Community of Madrid, Roberto Núñez; the president of the Sports Press Association, Julián Redondo; the general director of Joma Sport, Alberto López, as well as the CEO and the marketing director of Joma Sport, Jose Manuel López and Marina López, respectively. Peque picked up the award for Best Player of the Season, given to him by his teammates. She took the stage together with Luci, also from Pescados Rubén Burela FS, for the successes of the Spanish National Team, as European champion and bronze in the Youth Games in Buenos Aires.

Juanjo, JOMA award for best Super Cup player Juanjo, FC Barcelona goalkeeper, has been recognised as the best player of the Spanish Super Cup held in Guadalajara last September 7th. This prize was awarded on the Blue Court by Alberto López, general director of Joma Sport, and determined by all the media that covered the sports event. Juanjo was decisive in stopping the Murcia advance in the last minutes of the match,

which concluded 4-3. Even the coach of El Pozo Murcia, Diego Giustozzi, recognised the great importance of Juanjo as a goalkeeper in the Catalan victory. This JOMA award is added to the one that Juanjo already received at the LNFS gala as the best goalkeeper of the 18/19 season. Joma is thus positioned as a referent for indoor football shoes.

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HANDBALL

Joma places four teams at the European Handball Championship

On the 9th January the 2020 European Men’s Handball Championship began in Austria, Norway and Sweden. Once the first phase was over, the four teams in Joma for this European Championship were qualified for the ‘Main Round’. Spain, Croatia, Slovenia and Belarus all battled it out to reach the semi-finals of this handball championship.

Three of the four teams that played for the semi-finals were equipped by Joma. Spain beat Slovenia and then faced Croatia in the final. This European championship grants a direct place for the Tokyo 2020 Olympic Games and two invitations for the Pre-Olympic Games.

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Spain rewrites history at will Jordi Ribera’s team wins the European Championship title for the second time in a row in a final against Croatia that was tremendously balanced and epic.

ictory of Spain over Croatia (22:20, 12:11 at half-time) at the Tele2 Arena in Stockholm, in the grand final of the European Championships in Austria, Norway and Sweden 2020. Spain thus writes another golden page in the history of Spanish handball by winning its second continental title, obtaining a direct ticket to the Tokyo 2020 Olympic Games, and

breaking with a an 18 year old record: it is the first team since Sweden in 2002 to succeed in regaining the title in Europe. Spain beat another #JomaTeam, Croatia, with whom it had previously tied in the ‘Main Round’. Of the four semi-finalists, three were kitted-out with Joma (Spain, Croatia and Slovenia), a clear sign of the

excellent positioning of the brand in sports sponsorship in handball. Croatia took the lead at the start with goals from Marić and Duvnjak, and Ferrán Solé was in charge of opening the Spanish scoring in the 3’ through Daniel Sarmiento. The team coached by Lino Červar would handle themselves with ease in the early stages of the match,

but they could not shake off the Spanish players at any time, who would eventually win the final by two goals. This victory allows Spain to retain the continental title they won two years ago in Zagreb, something no other team had achieved since Sweden in 2002, and gives Spanish players a direct ticket to the Tokyo 2020 Olympic Games.

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FOOTBALL

Romania wears a special shirt for its match against Spain The Romanian national football team faced the Spanish team in the Wanda Metropolitano. Both teams were looking for a qualifying place for Euro 2020, which was held throughout the continent.

The Romanian shirt showed the date of the match in its central part, thus highlighting the importance of the match.

The JomaTeam passes the European round In the 19/20 season, three Joma clubs have managed to qualify for European competition. Atalanta BC for UEFA Champions League, Getafe CF and CFR Cluj for UEFA Europa League The #JomaTeam all made it through their group stage and are now in the

double-header play-offs against the best teams on the European continent.

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Joma presents the new football club kits with dancers Joma wanted to present the new outfits of the teams that this brand sponsors with dancers, thus showing the attributes of the clothes. Joma presented the new kit for the 2019-20 season for the sponsored clubs in a special way. The main objective of the marketing strategy was to link the beauty, lightness, strength, determination and precision of a dancer to the equipment of the football clubs sponsored by the brand.

In this way, Joma sought to communicate the dynamism and comfort that the garments will provide to the players, without breaking the union between the attractiveness of our designs and the resistance of the garments.

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CYCLING

Joma returns to cycling Fundación Euskadi 2020, an exciting year in sports and social issues.

he Fundación Euskadi presented in the San Mamés stadium shows opens the 2020 season. This season the organization takes a sporting leap and also remains set to rise as a project for social transformation, with bicycles and sport as its best alibi. The cycling structure remains firm in its intention to lead a project that promotes and disseminates Basque cycling, while it also intends to take steps to giving something back to society, based on all the support it has received since its inception. They will maintain coherence in terms of the philosophy of the project and also offer the opportunities to cyclists competing more than one category. The Fundación Euskadi supports in 2020 the 10 cyclists from last season, as well as promoting a cyclist of the sub23 team and signing up nine more, allowing for a successful competition and to nourish the staff of experience. In addition, throughout the season, the 20-cyclists will be competing simultaneously in several venues. Countries like France or Italy will be places where the Pro Team block will be seen frequently.

At the same time, during the presentation in San Mamés, the base teams, the sub23 team and the women’s team were also presented. Both squads maintain their aim of offering support in the development of the qualities of those who make up the teams, through a calendar that is as complete as possible. They intend that all the competitions in which

these teams take part will be a showcase of commitment, effort and improvement, with the aim of demonstrating

the highest possible level on the bike. New supports The project of the Fundación Euskadi is possible thanks to the contribution of its partners but also thanks to the support of all the people and entities that share the mission, values and objectives of the project.

Joma equips the cycling ensemble with its walking clothes, coat, shoes and backpacks.

The public institutions have also been recognised since they have been working for years to promote sport and cycling in this territory, so that the number of cycling sports events in our territory does not stop growing year after year, including events of the caliber of the Tour of Spain. The Fundación Euskadi The Euskadi Foundation has been a reference point for Basque cycling since 1993. Its aim is to promote, disseminate and develop Basque cycling. Mikel Landa is the current president. The social base is made up of more than 1,500 members. Thanks to the contribution of these partners and the different collaborators, work is being done to develop the Basque cycling young players where today more than 300 cyclists are already being supported.

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Joma equips the Spanish Cycling Federation Joma dresses the Spanish Cycling Federation in his walking and gymnastic equipment. In this way the brand supports national cycling and a federation that is a reference point for fair play, Olympic spirit and sports inclusion.

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TENNIS

13 Joma players played the Australian Open The tennis season begins with the Australian Open and several #JomaTeam players travelled to the country. A total of 13 played the final phase of this Grand Slam, to which must be added the participation in the preliminary phase of Coppejans, Arruabarrena, Bolsova and Guerrero. This way the Australian Open 2020 becomes the Grand Slam with more Joma players in history. On their own merits have arrived Pablo Carreño and Albert

Ramos, who also won the ATP Cup in Australia, Marco Cecchinato, Thiago Monteiro, Martinez Portero and the new incorporations: Juan Ignacio Londero, Joao Sousa, Hugo Dellien and Mario Vilela Complete the #JomaTeam for the female frame: Magda Linette, Marie Bouzkova, Tamara Zidansek and Sara Sorribes, who all got off to a good start by qualifying for the first major tournament of the season.

Spain gets the Davis Cup with two Joma players

The Spanish national tennis team has won its sixth Davis Cup. The national team has been formed by Nadal, Carreño, Granollers, Feliciano López and Bautista, and captained by Sergi Bruguera, a former trainer and reference in this sport in the 90s. Joma brings two tennis players to the national team. Carreño who played several matches and in doubles

Granollers and who was paired with Nadal and Feliciano Lopez. Spain dominated in doubles against Argentina and Russia, which meant they reached the final against Canada, where they won by a convincing 2-0 in the first two matches held in the central court of the Caja Mágica.

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VOLLEY

Volley Joma on the roof of the world! Double victory in the World Club Championship: #JomaTeam Imoco Volley and Lube Volley are world champions. In Shaoxing, China, after a semi-final, the Pantere di Conegliano won the historic FIVB Club World Championship by beating the dreaded Eczacibasi of Istanbul 3-1 in the final. Four Imoco players have also won prestigious individual awards: Paola Egonu MVP, Asia Wolosz Best Palleggio, Robin De Kruijf Best Central and Kim Hill Best Slaughterer. A few hours later, in Betim (Brazil), Lube Volley (in their third consecutive world final) finally won the coveted title with a 3-1 victory over Sada Cruzeiro. A 2019 really to frame for the Civitanova team: Champions of Italy, Champions of Europe and now Champions of the World. Also awarded in the â&#x20AC;&#x2DC;dream teamâ&#x20AC;&#x2DC; of the final up to 5 red and white players: Yoandy Leal MVP of the tournament, Osmany Juantorena Best Slaughterer, Bruno Rezende Best Palleggio, Robertlandy Simon Best Central and Fabio Balaso Best Free. Fabulous result for Joma, which is confirmed as an absolute referent in the volleyball world, together with the two world champion teams.

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ATHLETICS

Carla Arce wins the cross-country race of Alcobendas The Cross of Alcobendas 2019 is a test that scores for the ranking that determines the entry into the Spanish team for the European Championships in Lisbon. This event is also known as the Cross Internacional de la Constitución, and is now in its 38th edition, making it one of the most consolidated in the circuit. Carla Arce took first place in her category, the rest of the #JomaTeam achieved spectacular results with Miguel Baidal in third place; Hugo

de Miguel, fourth. In addition to the participation of Gema Martín, David Bascuñana, Andrés Jiménez, Pablo Sánchez and Alberto Imedio. The Cross of Alcobendas 2019 was held in the circuit located in the Parque de Andalucía of the aforementioned Madrid town.

Joma equipped 7 teams in Doha Last September, the 2019 World Athletics Championships were held in Doha, where Joma has managed to dress more than 100 athletes. Spain, Slovenia, Belarus, Georgia, Mexico, Romania and Serbia travelled to Qatar to take part in the most important athletics competition in the world. This is the first World Cup in a Middle Eastern country and it included the novelties of a stadium (El Khalifa Stadium) with air conditioning, the marathon and the march was held at night.

SPORTS

Joma dressed 6 teams in Glasgow During the European indoor athletics championships in the Scottish city of Glasgow in March 2019, Joma equipped Spain, Romania, Belarus, Slovenia, Moldova and Lithuania. Thus achieving brand presence in most races. Joma is clearly positioned in athletics team wear and more and more clubs and teams are choosing the brand thanks to its designs and technology.

5 Joma athletes at the European Cross Country Championships In early December 2019, the European Cross Country Championship was held in Lisbon. The Spanish delegation selected five Joma athletes in different categories: Hamza

Ardjoun competed in the Sub23; Miguel Baidal and Hugo de Miguel, in the male Sub20 while Carla Arce was in the female Sub20, finally Isabel Barreiro completed the call.

Sports -

ATHLETICS

Joma has a big presence in Tokyo 2020 Joma Sportâ&#x20AC;&#x2122;s positioning in athletics and Olympic committees led the brand to dress 10% of the athletes in the Rio 2016 Olympic Village. This presence will be maintained at the 2020 Tokyo Olympics.

Joma regularly equips the athletics federations of Spain, Mexico, Slovenia, Belarus, Scotland, Georgia, Moldova and Wales among others. Some of these federations will compete in the Olympic event. Those who are sure to attend Tokyo 2020 are the Olympic Committees of Spain, Guatemala, Moldova, Portugal, Dominican Republic, Jordan, Morocco and Malta, for whom Joma is designing clothes for the walk, parade and podium. Joma thus manages to strengthen its presence in the Olympic Games, the most followed sports competition in the world.

Product -

Dani Rovira presents the Ibiza Marathon commemorative shoes The actor and presenter sponsored by Joma Sport, Dani Rovira, presented the commemorative shoes of Ibiza Marathon. The marketing director, Marina Lรณpez, also visited the Balearic island, where she appreciated the quality and innovative design of the Storm Viper. Storm Viper is a neutral tread shoe for training and running, with a cut that is made of a single piece of breathable mesh, which avoids friction and provides greater comfort, with greater flexibility in the areas of the instep, where the flexion is made. The VTS system perforations, designed so that the foot transpires with each step and TPU reinforcements injected into the areas where it is most needed, such as the sides and heel, which contributes to greater lightness and comfort that make up the JOMA SPORTECH system. The tongue is stitched to hold firmly for all the kilometers of the race. The model is available in two versions: masculine and feminine with different fastenings to adapt to different needs, as well as to the ergonomics of the feminine foot. Dani Rovira joked about the Ibiza Marathon timetable by thanking it for running in the afternoon, which will make it easier for him to participate in one of the three sections of the race.

PRODUCT

Joma launches a special edition for the LNFS of four shoe models Joma has created a special edition for the best indoor football league in the world, the LNFS, Joma has customized 4 models of its most renowned indoor football shoes: Top Flex, Cancha, Liga, Regate Rebound. Each one of them has technical characteristics that make them different and special, since they adapt to the different needs of the sportsmen.

Top Flex: Jomaâ&#x20AC;&#x2122;s reference shoe in football. Its main characteristic is the flexibility provided by the leather upper and the FLEXO technology of the sole, which consists of a system of ergonomically designed lines to give the best transition from heel to toe in each step, making it more natural and comfortable. Cancha: it is Jomaâ&#x20AC;&#x2122;s most recent model. Weighing only 237 grams, it is one of the lightest shoes on the market. As for the cut, the outside area is made of microfiber with TPU inserts on the nylon to protect it from scratches. Reinforcements in the toe for hitting the ball. The inside is built with nylon to keep the

foot stable at the sole. It has the FLEXO technology of the sole (made of rubber with excellent quality and DIN -70 abrasion) that consists of a system of lines ergonomically conceived to give the best transition from the heel to the toe in each step making it more natural and comfortable. Liga: Joma model developed with resistant materials. The cut is made of high quality Fibertec and nylon to promote perspiration. It has TPU inserted to give resistance to the cut, in addition it incorporates the sewn toe. The sole is made with DURABILITY technology that thanks to its high resistance rubber delays the wear by abrasion.

Regate Rebound: model that has maximum cushioning thanks to the insertion of phylon Rebound 2.0 in the midsole. This shoe shares the characteristics of comfort and maximum perspiration. The cut is made of microfiber, nylon and TPU inserts on top of the nylon to protect against chafing. It is made of nylon inside so that the foot remains stable on the sole. Includes reinforcement in the toe for hitting. The key technology of this model is the REBOUND 2.0, a revolutionary material that absorbs the impact, facilitates the impulse and reduces the weight of the sole to gain in comfort, resistance, cushioning, speed and adaptability.

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PRODUCT

NEW TEAMWEAR CAMPAIGN For the new campaign Teamwear Joma continues with its â&#x20AC;&#x2DC;Just for Sportâ&#x20AC;&#x2DC; positioning, ratifying its commitment to sport and sportspeople. For the presentation of the collection, the sportsperson and the new collection have been the absolute protagonists, showing the garments in the moments of action, where their design, technology and mission are truly appreciated. The campaign has collaborated with a great team of professionals, including 30 athletes.

PRODUCT

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Heritage Joma takes another step in its expansion strategy in the shoe industry with the rebranding of several of its lines. The first to see the light was its Heritage line, formerly called â&#x20AC;&#x2DC;retroâ&#x20AC;&#x2DC;. This new positioning arises from the need to differentiate from the competition

PRODUCT

and to have their own voice within the brand; it is a line that has always been identified with their historical trajectory, and which combines respect for their origins and innovation, as a key to transmitting Jomaâ&#x20AC;&#x2122;s legacy.

The graphic campaign combines modernity and tradition with photographs in which Jomaâ&#x20AC;&#x2122;s more classical style coexists with greyhounds, neoclassical sculptures and castles.

Marketing -

Thousands of Joma runners around the world Joma was present at the San Blas Puerto Rico 2020 Marathon This year Joma was present at the San Blas Puerto Rico Marathon as a sponsor. The sporting event took place with more than 1,500 national and international participants and 250,000 spectators who, along the 21 kilometer race route, were able to discover more than 14 historical places of Puerto Rican essence.

Joma sponsors the Buenos Aires Half Marathon Joma supported the race, with an excellent quality technical shirt with exclusive features, held in August 2019. The event was declared of provincial interest and has the support of the Secretary of National Tourism Promotion. Athletes from Argentina and Brazil, Chile, Paraguay, Peru and Uruguay competed, and cash prizes were awarded for the general categories. As a sports sponsor, Joma supported the race with a technical shirt that made sure all runners were comfortable and safe. Joma was also present at the exhibition of Retiro de Kits of the race with a stand with products of major sports disciplines that it sells in the country.

MARKETING

Minsk Half Marathon 2019 wins IAAF Silver Seal The event sponsored by Joma in the Belarusian capital was awarded a prize for excellence granted by the worldâ&#x20AC;&#x2122;s leading athletics body.

Joma encourages the runners of the Ibiza Marathon 2020 to look for their perfect running partner Joma launched an initiative that made it easier for runners from all over Spain to find their perfect running partner to participate in the Ibiza Marathon 2020. The Ibiza Marathon 2020 is held on the 4th of April in a special way. Runners can choose to run the entire 42 km or run in pairs, an option that allows one member of the duo to do half the course and the other to do the remaining part. To this end, Joma launched a landing page through which runners could search for their perfect running partner and accumulate points together through their training. The prize was the number and the trip to the island.

Verona 2019

Rome 2020 Joma increases its presence in the Italian capital with the ACEA Run Rome The Marathon. For this race Joma has designed a special edition shoe for all runners who want to enjoy the 42 km of the race. A massive event involving over 45,000 runners.

Madrid 2020 The Movistar Half Marathon in Madrid is the benchmark event for middle distance runners in the Spanish capital. Joma has designed three shoes for this test. Stormviper in its menâ&#x20AC;&#x2122;s and womenâ&#x20AC;&#x2122;s version and a special and a limited edition of Supercross.

The city of Romeo and Juliet hosts a race that runs through the whole city, especially through the Arena of Verona. Joma continues its positioning in running supporting races all over Europe.

Joma is a sponsor of the 20k Paris Joma acquires a presence in the French capital by sponsoring the 20K in Paris, a race that is certified by IAAF Road Race Silver and FFA International. The Spanish sports brand Joma and the organization of the 20K in Paris have signed an agreement whereby Joma will be the supplier of the official shirt of one of the most popular races in France. Thus, Joma is betting on a benchmark sporting event that will bring thousands of runners through the streets of Paris on October 13.

Marketing -

Joma celebrates the First Edition of the Women with Bright Projects Awards The presentation of the new Joma models decorated with Swarovski® crystals was supported by the most brilliant of projects at the European Institute of Design together with more than 150 attendees from the world of sport and fashion. Joma selected seven projects led by women for its most radiant new lines. Shine, style, strength and character have been combined for the ideal model for the day-to-day life of today’s women, who are strong-willed, independent

Espigoladors by Mireia Barba and Celia Vendrell, a project based on the collection of discarded fruit and vegetables, in order to reduce food waste, improves access to adequate food and generates new opportunities for people at risk of social exclusion. Futurlife 21 by María Hernández Alcalá and Elena Pérez, a mother and daughter duo, is based on biochemistry and scientific evidence. The project seeks to create a real change in society, generating eating habits that last forever, making 3 points converge: knowledge, practice and motivation. Pilar Calvo’s association for women in professional sport, an observatory for good practices and guarantees of equality in professional women’s sport, which works for the equality of professional sportswomen, visibility in the World Cups and the creation of a common work space where professional sportswomen can share their experiences. Rated Power, by Andrea Barber, is the SME that is revolutionizing the renewable energy sector thanks to its unprecedented software for the construction of solar plants. This last project won the 5,000 euro prize to continue developing the software.

and self-confident. These seven projects mark a before and after in their sector, all presented by Clara Lago. Projects such as Bar-id by Laura San Felipe and Eva Sarachaga (Universidad Carlos III de Madrid Space), a biotechnology project that aims to combat the emergence of bacteria that are resistant to the action of antibiotics. Zoundream by Ana Laguna is a piece of software that interprets the baby’s crying, not only from the point of view of its needs or emotions, but also for the early detection of certain pathologies such as autism. When and Where is an app created by the very young Lucía Adrián, Nuria Villoria, Sandra Caamaño, Lucia Fernández and Paula Fernández, aimed at ‘making women’s lives safer‘. Its use is mainly intended to pick up the users’ usual routes when they return home, go for a run or to work...

As far as the shoe is concerned, it was presented in two colour versions, gold and pink. They incorporate a satin bow and are inspired by the trend-setting running shoes of the 1980s. This is a comfortable shoe, designed for everyday use with a comfort that comes from the elasticity of the material and the foam of the midsole. Thousands of Swarovski® crystals make up Joma’s logos in the traditional ‘J‘ version of the brand (this is the first iconography of this logo, created in the 80s and which characterizes Joma’s entire casual shoe collection) on the sides of the shoes. The tongue and heel incorporate another of the classic logos, the eagle, created in the 70s. Joma sneakers with Swarovski® crystals are a look at sports trends from a few decades ago, updated without losing sight of current fashion or the society in which we live.

MARKETING

Joma performs ‘product placement’ in audiovisual productions Many tools are involved in positioning Joma as a technical brand in sports. One of the strategies is to make a product placement that does not invade the user experience. In this way, Joma is making agreements with audio-visual productions such as the film ‘El silencio de la ciudad blanca’ and the Netflix series ‘Las del hockey’ and ‘El Vecino’, the latter starring Quim Gutiérrez and Clara Lago.

Joma ‘gamify’ Hoffenheim Joma is the technical sponsor of TSG Hoffenheim and they performed a marketing action using the club’s social networks in a fun game. The fans had to guess which player of the German team has the best skills in table football. Successful users were entered into a prize-draw where the prize was seeing the league match against Bayer Leverkusen. In the end, the two winners went to the PrezeroArena with their sporting partners played a table football match at half-time. The winner got two VIP tickets for TSG Hoffenheim’s last league match at home.

Marketing -

Joma successfully completes Les 20 km de Paris The Spanish brand continues its growth in international running. Proof of this is the success that its product had among the more than 30,000 runners who took part in the emblematic race ‘Les 20 km de Paris‘ on the 13th of October 2019, through the streets of the French capital. This event gave a real boost to the image of the Joma brand in France, a country where the brand has risen in popularity in recent years, not only in running but also in other sports such as football, with the sponsorship of the Toulousse and Le Havre teams. In addition to the corresponding official race T-shirt worn by all the runners, the participants had the opportunity to see the complete collection of the brand at the Joma stand located in the commercial village of the event, in the Champ de Mars, under the Eiffel Tower. The limited edition shoes ‘Les 20km de Paris‘ were the star product for their design and technology. For men, Joma customised the Supercross model and for women Stormviper was the model of choice. Two high-end sneakers aimed at medium-weight runners over medium and long distances. Along with the more than 30,000 runners, the influencers Uri Sabat and Fran Guzmán, who equipped themselves with the Grafity and Olimpia collection, took part in the special edition Supercross race and completed the 20 kilometres in Paris.

MARKETING

Joma brings LaLiga to the kids Joma is the co-leader in sports sponsorship in LaLiga by equipping SD Eibar, CD Leganés, Villarreal CF and Getafe CF. Four teams in different cities in Spain with which it has activities in the sports meetings of La Liga, King’s Cup and European competition. One of the brand’s objectives is to bring sports idols closer to the fans and therefore proposes various actions in which children can accompany the players when they jump onto the pitch.

C.D. Leganés wears his purple shirt Club Deportivo Leganés played its match on Saturday 23rd November 2019 as a home team in a different outfit from the usual white and blue stripes. Joma redesigned a T-shirt in purple tones on the occasion of the International Day for the Elimination of Violence against Women on November 25th. In its LaLiga match against F.C. Barcelona, CD Leganés expressed its support for the fight against gender violence.

Marketing -

Joma runs a media campaign in football Joma as a sponsor of the National Football League and technical sponsor of the Spanish Football Federation in the football section differentiates itself in a leading brand in football. That is why it has carried out a campaign in the sports media. It has been present in the sections of indoor football in the edition of Marca in paper and As in digital, impacting in this way in the audience that consults the information of indoor football in Spain.

Joma Sport launches its new running campaign starring more than 20 athletes

With this communication, nor in influencers, nor in superstars, but para-triathlete José Luis García Joma strengthens its position invests in its product and in the athletes. Serrano; Darwin Echeverri, as a key brand in athletics. 4x100 international; Carla Arce, After more than 50 years The 50‘ piece emphasises Joma’s commitment international athlete with Spain in the sports market, to all athletes, from award-winning athletes sub- 20; the Paralympic Joma continues to work to those trying out a sport for the first time. The athlete Fernando Robles, for and with sports. In company works with the utmost honesty on behalf of Spanish Champion in 100m Joma the sportsman/ all of them. The campaign is co-led by 24 professional and Juan López García, sportswoman has and amateur athletes, of all ages, whose motivations retired mechanic and the always been it range from being an Olympian, to seeking a hobby upon most successful Spanish leitmotiv. For this retirement, to taking care of themselves or simply having fun. athlete in the past World reason it does not Masters Athletics invest millions Among the professionals are Consuelo Alonso, with more than Championships in in advertising, 50 years of career behind her; Gema Martín, senior international; Toruń.

Social Media Jomaâ&#x20AC;&#x2122;s positioning in Social Media is based on differentiating itself in term of technology from sports equipment. This is how we talk about the technology incorporated in the Supercross and Stormviper shoes in addition to the four special edition models of the National Indoor Football League. It is also important to publicise the races sponsored by Joma such as Les 20 km de Paris and Ibiza Marathon, among others. We seek to engage with our fans and there are several raffles and sponsored club events for our followers.

#SoloporDeporte

SOCIAL MEDIA

Comunications -

Joma continues its media plan in Europe

Joma’s commitment to specialised magazines continues, with colour pages in lifestyle magazines such as Men’s Health, Women’s Health and specialized sports media such as Running, Four Four two, Runners World, 11 Freunde and Correre in Italy, Uk, Germany, France among others, thus reaching millions of potential consumers, and improving the image of the brand.

Visits TORINO

MAGDA LINETTE Louise-Anne Bertheau

Aurore Fleury

CRUZ AZUL

ORLEN WISLA PLOCK

Laurine Xailly

RUMANIA

Innovation -

Joma expands its logistics centre Joma has a large logistics centre in Portillo de Toledo from which it receives, stores and distributes most of its sports equipment. From this warehouse, the company distributes its products to more than 120 countries on five continents. The facility has more than 200 meters of conveyor belt that thanks to the three robotic arms Joma is able to handle 135 orders

at a time. In addition, the megastructure of more than 100 meters long has 6 intelligent robots that locate the product among more than 4 million references and reduce the margin of error to less than 1%. With this expansion, Joma has more than 65,000 square meters of storage space to continue providing excellent service to its customers and the consumer.

Interview -

Interview with José Pablo Cofrades José Pablo Cofrades brings more than 20 years of experience in Joma. He works every day with textile suppliers to achieve excellent quality in the brand’s garments and accessories. In this interview he tells us his opinion about R+D+i and how the sector has changed in recent years. 1. When did you start working at Joma? My time in the company began in March 1998, at the age of twenty-five, with hardly any work experience and having just finished my degree in Economics and Business Studies. I had just worked the year before for a tax consultancy, so the change was quite radical for me. I can say, therefore, that all my experience in the textile-sports sector has always been linked to Joma. 2. How has the Textile Department changed in recent years? In my twenty-two years of experience at Joma, the change has been brutal. In general terms, all processes have been optimised and streamlined at an almost exponential rate. In a few years, we have gone from being a very small group of people, working with a few suppliers at a local or national level, to being a large human group made up of designers, buyers, quality controllers, etc. daily in contact with dozens of suppliers worldwide.

‘Today, the world is advancing and changing very fast, which forces us to continuously adapt to the needs of the market‘ 3. What improvements has Joma made since you entered? Since starting at Joma, everything has improved and in a quite relevant way. In general, much progress has been made in terms of computer systems, communication and dealings with customers and suppliers, logistics and procurement systems, marketing, design, etc. Joma is an evolving company and we have seen this over the years, but above all, I believe that the most important improvement and the one that is most valued is customer service, because, let’s not forget, that should be one of the fundamental objectives of any company.

4. What are your responsibilities within the Textile Department today?

6. How is the relationship with suppliers?

Basically, I handle supplier relations. My main objective is to find suppliers based on the needs of the company at any given time, as well as to negotiate prices, conditions and production deadlines. Today, the world is advancing and changing very fast, which forces us to continuously adapt to the market needs and to look for new production centres in different areas, that is, we try to diversify and look for new and better opportunities to manufacture our products.

In general, we aim for a cordial and mutually cooperative relationship between both parties, with constant and very fluid communication that helps to optimise time and processes. This has always been one of my priorities, as I understand that if a supplier feels comfortable and well valued, they usually perform better. Proof of this is that we have been working with some of our manufacturers for over 20 years now. Based on my experience, I believe that the right philosophy should be to look for flexible providers, who do not accommodate themselves and who want to improve and grow with Joma.

5. What are you most proud of in the time you’ve been in Joma? Because of my work, I have had to travel often and to different parts of the world and, it is very comforting and proud to be part of a company like Joma, recognized by its prestige worldwide among the best brands in the industry. For me, following a football, tennis, handball or Olympic Games match on TV and seeing the brand on any sportsperson, team or country, is a personal satisfaction as a member of the group of workers who have contributed our small grain of sand to make this happen.

7. Tell us in your opinion how important innovation is in the world of sport in general and in textiles in particular. In my opinion, innovation is everything these days. In a world as competitive and global as the one we live in, if a company does not take the step to try to innovate or does not invest enough in R+D, sooner or later, it will be doomed to failure. I believe that this has been understood for a long time in Joma and that is why the company is continuously evolving and expanding.

Magazine 08 ENG

Articles inside

Joma expands its logistics centre

Women with Bright Projects Awards

Volley Joma on the roof of the world

Heritage

Joma runs in Porto

the official technical sponsor of indoor football

Spain rewrites history at will

Joma returns to ISPO

JOMA receives Business Merit Award