Women with Bright Projects Awards

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

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... 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. 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.

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.