Joma

Joma is a Spanish sportswear company located in the municipality of Portillo de Toledo, in the province of Toledo.

History

Joma was created in 1964 and began manufacturing and distributing footwear and sportswear. Starting in 1968, the brand decided to focus on the sports and leisure footwear sector. After a few years of success, Joma specialized in soccer, and in the years 1992, 1994 and 1998 it was the leader in soccer sales in the Spanish market. In the 1990s, it was the first brand to launch colored boots, at a time when black was the dominant color for boot kits. Under the advertising campaign "Color in football" and thanks to the white boots of Alfonso Pérez and the red boots of Fernando Morientes, Joma established itself in the market with a product concept that was later understood and endorsed by the rest of the brands worldwide. Subsequently, it began to manufacture equipment used in soccer, a division that acquired a significant percentage of the brand's business volume. Thus, in 2012, it is considered the third brand with the best image in Spain after Nike and Adidas in the sports sector, the fourth brand in the footwear sector and the fifth most profitable retail brand.

Currently, its main activity is the manufacture and sale of sports footwear and textiles, specializing in technical products for soccer, athletics, futsal, tennis, and paddle tennis. In Portillo de Toledo, it has a 15,000 m² warehouse and another 70,000 m² annexes.

In the 1990s, Joma began an internationalization process by creating its own subsidiaries outside Spain until completing the current situation in the United States, Brazil, Mexico, Panama, Hong Kong, Italy, Germany and the United Kingdom, and a network of distribution that makes it present in more than 120 countries on five continents.

In 2013, Joma Sport became part of the Forum of Renowned Spanish Brands to reinforce the image of Spanish brands outside the country, together with the main Spanish companies from different sectors.

On April 28, 2015, Joma signs an agreement with the Spanish Olympic Committee (COE), through which it becomes the official sponsor and supplier of the sportswear that the athletes of the Spanish team will wear for the Olympic Games in Rio de Janeiro 2016, Pyeongchang 2018 and Tokyo 2020, as well as the Baku 2015 European Games. In addition, in the Rio de Janeiro 2016 Olympic Games the brand has sponsorship agreements with other Olympic Committees such as those of Portugal, Mexico, Morocco or Belarus, so you saw 10% of the athletes staying in the Olympic Village. At the level of National Federations of different disciplines, Joma signs agreements with the Royal Spanish Athletics Federation (in 2009), the Spanish Handball, Cycling, Rugby or Karate Federation, among others.

The 2016 Games marked Joma's definitive launch into world sports sponsorship, becoming one of the top ten international brands. Joma sponsored more than 300 teams from around the world, such as TSG Hoffenheim, RSC Anderlecht, Atalanta BC, Torino FC, Villarreal CF, Movistar Inter and Cruz Azul, among others. An expansion that only in Spanish professional football reaches the five teams in the 22-23 season: Villarreal CF, Villarreal CF B, Getafe CF, SD Eibar and CD Leganés.

In 2018, the company achieved national recognition for its work with the visit of the King of Spain, Felipe VI.

Advertising campaigns

• 1992: Joma launches "The Color in Football", where he first introduced colorful football boots on the world market
• 2011: Pepe Reina advertising campaign in Joma, spring-summer season of 2011.
• 2016: Campaign on TV Train Your Freedom