EXERCISE YOUR FREEDOM
MAGAZINE NUMBER 3 / 2017
Special Brand Stores
Fructuoso LÓPEZ
EDITORIAL An important part of any manager's day is preparing and managing new brand directions to ensure a solid and sustainable future for the company over time, with healthy and continued growth and developing working practices in conjunction with the rest of the organisation to achieve the goals that have been set.
Alberto López, Textile Division Art Director, Head of International Clubs Sponsorship Department.
The special edition of this magazine is dedicated to the Brand Stores and monobrand stores. This is Joma's immediate future, new sales points are opening every day in different countries and across different continents, with very satisfactory results.
Achieving this requires a great deal of effort from the organisation, from preparing suitable products quickly, designing and manufacturing them, ensuring efficient logistics systems and using an extensive database to ensure control of production times, to high-quality management of sales points and developing a modern marketing strategy that provides both staff and customers with an image of a company of the future. This is all achieved by total commitment from all the people who work for the organisation, at all levels of the Joma business model, which allows us to continue advancing and developing new more efficient work methods, to continue to improve all processes, from the creation of a product to its sale and the feeling of pride the consumer has when using a Joma product, which in turn creates a sense of affinity with the brand. We would like to thank all those who are by our side and want to grow with us, the future is on its way.
YOUR OPINIONS COUNT: "Proud that a Spanish brand can compete with the giants of the sector and that they’ll dress the Spanish athletics team" "My son always wears Joma, a specialist even recommended that for wearing insoles, Joma was one of the best brands. Really pleased with the Spanish brand and happy to see how it’s growing” "Here in Peru there are many fans and users of its products, an excellent brand, super styling, durability and reliability, I salute you, carry on like that" “I’m wearing Joma shoes and I’ll be buying them again! Good quality, comfortable. Well done!" "Fructuoso López, what great entrepreneur and worker, cheers!"
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"I still remember my first football boots, plain black leather Jomas, with rubber studs to play on grass, and how well they fit me! Thank you for your passion for work!" "Joma is worthy of admiration, congratulations!"
CONTACT US By phone: +34 925 77 60 06 By email: info@joma-sport.com Via our website: www.joma-sport.com Via our Social Media accounts:
SUMMARY
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Joma is among the top football brands in Europe. 4 Joma gains a place in the Top 50 ranking of the best Spanish medium-sized companies. 5 First edition of the Ibiza Marathon. 7 Toulouse FC celebrates its 80th anniversary with a retro shirt . 8
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Pablo CarreĂąo, champion of the Estoril Open. 12
Rafael, MVP of the Copa del Rey final. 13
Joma kits out the teams in Russia's All-Stars Games. 17
Special Brand Stores. 18-19
Marketing. 22
Marketing. 23
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BUSINESS
Joma is among the top football brands in Europe The Spanish brand’s internationalisation strategy is a success. oma is ranked as the sixth sports brand in the European football clubs technical sponsors’ market and becomes the only Spanish brand on the list issued by UEFA in its annual review of European football sponsorship.
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With two national football federations, Romania and Bulgaria, and 12 teams including Swansea City AFC in the Premier League, Villarreal CF or RCD Espanyol in the Santander League, UC Sampdoria or Empoli FC in Serie A, or Toulouse FC in Ligue 1, Joma stands out as one of the main European football brands and is closing in on fourth place. For Joma, sports sponsorship is one of the linchpins of the brand’s internationalisation strategy, as demonstrated by the review carried out by Jambo Sport Business recognising Joma as the world’s third football brand. Joma's identification with the best athletes and teams in the world has been one of their main commercial strategies. For the company, the image of an athlete has always been its best representative.
“The history of an advertisement", bronze in Ideas in the Spanish creativity contest Organised by Club de Creativos. n March, the Spanish Creativity Contest organised by Club de Creativos (the Creatives’ Club) was held in San Sebastián. A total of 261 pieces had been selected by the Club’s jury to form part of the 18th Yearbook of Spanish Creativity highlighting, for the first time, a Joma piece, "History of an Advertisement", produced by Agudos y Crónicos agency.
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To present the “new” 367, the brand devised a very 80s campaign. Everything in it is from that decade, from the printing press or the photographer, to the advertising creatives involved in designing the spot. A process that has been reflected in a ten-minute documentary titled "The History of an advertisement". It has not been easy, but eventually, Joma has succeeded. It created an advertisement that is as "80s" as the 367 themselves. And nothing summarises this campaign better than its slogan: "We've worked hard to change as little as possible."
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BUSINESS
Running pioneer prize awarded to Joma President Runner’s World magazine accolade goes to Fructuoso López. unner's World the respected Spanish running magazine, hosted the inaugural EDP Awards on 8th June in Madrid. More than 300 guests from all sectors of the athletics and running community attended the ceremony, including representatives from the media, technical equipmentbrands, race organisers and athletes.
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The gala featured 15 categories with the highlight of the evening being reserved for the president and founder of Joma Sport, Fructuoso López who was awarded the Pioneer of Running prize; a recognition of his life times work and professional career in influencing athletics for more than 50 years.
Joma gains a place in the Top 50 ranking of the best Spanish mediumsized companies In a review was carried out by Círculo de Empresarios.
Joma, protagonist of the RTVE programme "Connect with the market" The brand’s general director explains how Joma accessed the South African market. onnect with the market" is a programme produced by ICEX, the Spanish Institute of Foreign Trade, which follows the internationalisation stories of more than 60 Spanish companies in Mexico, China, India, the United States, South Africa, the United Arab Emirates and Qatar.
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In the programme broadcast in March by RTVE's (the national broadcaster of the Spanish state) LA2, different Spanish companies based in channel South Africa explained the strategies they employed in order to be able to internationalise their products in this country. n the new edition of the Top 50 Report on Spanish medium-sized companies carried out by Círculo de Empresarios (Entrepreneurs’ Circle), Joma is recognised once again as one of the most productive companies in the country, highlighting data such as job creation or profitability.
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In order to establish this ranking, the ratios corresponding to the financial years 2010-2014 were used. In this latest edition, 50% of companies remain on the list from before joined by another 25 medium-sized companies included for the first time. In Joma’s case, it remains in this ranking thanks to last year’s excellent data supporting its growth and positioning as the first sports brand in Spain and one of the most important in the world.
South Africa is a country with abundant natural resources facing the challenge of diversifying its economy through redirecting its industrial policies and opening them up to other countries. Joma Sport was one of the companies highlighted in the programme, its general director, José Manuel López, and Karim Sali, commercial director for South Africa, explained the key approaches used by the brand to position itself in that country.
The companies in this new edition of the Top 50 are located in 10 Autonomous Communities. In Castilla-La Mancha Joma has consolidated its position as being one of only two companies representing the region. A comparative analysis of medium-sized companies in the Top 50 with the group of medium-sized companies taken as a whole, confirms that the former are more productive, generate more employment and are more profitable. The companies in this review have shown themselves to have the ability to increase productivity levels, operational margins, and economic profitability.
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FAIRS AND EVENTS We attend, for the third time, the most important footwear fair in the world, FN PLATFORM Held in Las Vegas, USA. For another year, and this makes three in a row, Joma has attended FN Platform, the most important international footwear fair in the world where more than 1,600 companies from 120 countries are present. FN Platform is held in Las Vegas (United States) where, in recent years, Joma has one of its fastest growing subsidiaries. The most important footwear brands in the world come together at this fair, where business opportunities multiply, making it a prime showcase for Joma. Among its goals, this fair is aimed at shaping the footwear industry and all those aspects forming part of it. The United States has become one of Joma’s strategic countries. Sales growth in this market has increased exponentially so presence at FN Platform is part of the strategy to position Joma strongly in the sports and leisure shoe sector in the USA.
Joma sponsors the Cursa de Bombers Thousands of runners from Barcelona and its environs have been able to visit in the days leading up to the traditional Cursa Bombers race the stand where Joma presented its main running innovations.
Masters 1000 of the Mutua Madrid Open As usual, Joma has taken part in the Tennis Masters 1000 in Madrid with a stand where hundreds of the brand’s users and followers have been able to view its latest innovations. There have also been events such as the visit of tennis players Pablo Carreño or Albert Ramos, both in the TOP 20 of the ATP’s ranking, who were signing autographs for their fans.
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First edition of the Ibiza Marathon 2,000 runners invaded the island. The first edition of the Ibiza Marathon held on 8 April attracted approximately 2,000 national and international runners. The Ibiza Marathon has mobilised much of the island’s population, many citizens have been inspired by this new sporting event to volunteer and encourage the runners.
SPORTS FOOBALL
Toulouse FC celebrates its 80th anniversary with a retro shirt The shirt is outstanding for its design and quality. One of the most important teams sponsored by Joma, Toulouse FC, celebrated its 80th anniversary in April. To commemorate this date, Toulouse released a retro shirt designed by the Spanish brand during the Ligue 1 (the French division) match against Olympic de Marseille. Joma's jersey was designed with a V-neck, violet laces, and the typical elastic fabric from the era when the French club was founded. It included a specially designed anniversary logo based on the three logos that have marked the history of Toulouse FC: the city’s coat of arms, the club’s first logo from 1937 and the current one.
Joma kits Club Deportivo Cuenca One of the main teams in Ecuador. Joma and Deportivo Cuenca of Ecuador have reached an agreement so that the Spanish brand, the premier Spanish football kit producer and one of the most important at an international level, will, over the next few years, provide kits for one of the most recognised football clubs in Ecuador. Deportivo Cuenca was founded in 1971 and since then its trajectory has improved every season. It is currently playing in Serie A, winning the championship in 2004 and being the runner-up in 1975, 1976, 2005, 2007 and 2009.
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Motagua is proclaimed champion in the Torneo Apertura With this title, Motagua has secured more than 14 national championships in Honduras. Motagua has been crowned champion of the Apertura 2016-17 tournament beating Olimpia 1-0 in the Los Angeles stadium. Motagua’s goal was the work of Robel Bernárdez Jr. at minute 90.5 of the match, just when it was thought it would go to extra time. The Honduran club thus becomes one of the most prestigious teams in the country, claiming 14 national championships.
SPORTS
Iran's Perspolis FC secures its tenth League title One of the most prestigious teams in Asia. Perspolis FC secured their tenth Persian Gulf Pro League championship in April in Azadi Stadium in Tehran in the presence of more than 80,000 fans. The most successful club in the Iranian League includes in its trajectory 10 league titles, 5 Iranian Cups and one Asian Champions League.
We become the official sponsor of the Ukrainian Football Federation On 24th March the Ukrainians premiered their new kits. Joma continues its European expansion through national football teams. In addition to signing up Bulgaria in 2014 or Romania in 2015, the Football Federation of the Ukraine has now agreed to wear kits provided by the Spanish brand for the next few years.
Perspolis FC is, according to the Asian Football Confederation, the most popular club in Asia, it holds the attendance record for an Asian Champions League match with 100,000 fans.
The first occasion on which the Ukrainian players wore Joma was on 24 March against Croatia, in a qualifying match for the 2018 World Cup to be held in Russia. Joma has designed a tailor-made and exclusive collection for the Ukraine side, both for training and free time.
Ittihad wins the Crown Prince Cup The team beat Al-Nassr by 0-1. Al-Ittihad have proclaimed themselves Saudi Arabia's Crown Prince Cup champions after beating Al Nasr 1-0 in the final held at the King Fahd Stadium in Riyadh in March. The only goal of the match was scored by Kahraba in the 16th minute. With this victory, the Joma team has achieved its eighth title in this competition.
Joma has a long history in the Ukrainian market and has been present in the country for a decade. Today sides playing other sports such as rugby, handball and the Ukrainian Paralympic Committee really stand out, as do first division teams Olimpik Donetsk, Volyn Lutsk and Karpaty, the futsal team SK Energia Lviv or the country’s tennis star, Alexandr Dolgopolov.
Zamalek wins the Egyptian Super Cup For the third time in its history. Zamalek SC have won their third Egyptian Super Cup playing against their most important rival, Al-Ahly. The match was decided on penalties, Zamalek goalkeeper Mahmoud Gennesh stopped two shots thereby leading his team to victory in the third Egyptian Super Cup in its history. Joma, as official technical sponsor, designed a special shirt for this match which meant that Zamalek is now the leading football team in Egypt.
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Exeter FC in the grand finale of the play-off to reach First Division The match was broadcast on Sky Sports with spectacular media coverage. More than 13,000 Exeter City fans travelled to Wembley on 28 May to watch of one of their team’s most important matches of the season, the final play-off against Blackpool to go up to First Division. The match was broadcast live by the English Sky Sports channel with spectacular media coverage allowing millions of people to watch how one of Joma’s teams in the United Kingdom secured a place for itself in one of the country’s most traditional competitions. Finally, Exeter City fell 2-1 to Blackpool, they will meet again next season in another final.
Joma, as technical sponsor of U.C. Sampdoria, presents the official shirt for the 2017/2018 season Joma has created a T-shirt that preserves the identity of the Unione Calcio Sampdoria using the colour blue as the main feature. It is designed with a new fitting providing greater adjustment to prevent pulling and enhancing the player’s comfort. Several details offering excellent quality and fit have been added to the new Unione Calcio Sampdoria T-shirt, such as an additional piece located on the shoulders to improve comfort, anti-tear seams at the collar to increase durability, elastic ribbing on the sleeves giving a closer fit, or mesh fabric underarms to improve breathability. In addition, Unione Calcio Sampdoria players and their fans can enjoy a totally personalised T-shirt: it has a double shield, one in the centre of the shirt and the other on the right sleeve. The team’s name has been added to the back and inside the collar the phrase "LA MAGLIA PIU' BELLA of el MONDO".
“La Maglia Più Bella Del Mondo”
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TENNIS
Joma sponsors the Barcelona Open Banc Sabadell - Conde de Godó Trophy The ball boys and girls and the line and chair umpires wear Joma. In April one of the most prestigious international clay court tennis tournaments of the season and with the most tradition in Spain was held, the Barcelona Open Banc Sabadell - Conde de Godó Trophy. Joma, as the premier Spanish sports brand, did not want to miss the event and is one of the sponsors of the tournament dressing the ball boys and girls and line and chair umpires. The brand also had an important presence via some of its sponsored players, such as the Spaniard Albert Ramos, Masters 1000 Monte Carlo finalist; Pablo Carreño, third best Spanish tennis player of the moment or Nicolás Almagro, Marcel Granollers and Thiago Monteiro, among others. Joma is one of the leading international tennis brands ranking among the Top Ten of sports brands dressing tennis players who are among the 100 best in the world, according to the ATP ranking.
Albert Ramos, finalist at the Masters 1000 of Monte Carlo With this win the player ascends to the ATP’s Top 20. Spanish tennis player Albert Ramos has had one of the most important weeks of his career in the Monte-Carlo Rolex Masters defeating, amongst others, the world number one and reaching his first Masters 1000 final. In the final, the Joma player lost to Rafael Nadal 6-1, 6-3 and acknowledged he was suffering from fatigue: "I was a little tired after playing three straight matches that went to three sets. Nadal did not play his best tennis, but he definitely played to a very high standard." Thanks to this result, Albert Ramos climbed 5 places in the ATP ranking and entered the prestigious Top 20.
Pablo Carreño, champion of the Estoril Open Wins his third title and positions himself in the TOP 20 of the ATP ranking. Pablo Carreño started as number one seed at the Estoril Open and has consolidated his status as favourite by proclaiming himself champion of the 2016 Millennium Estoril Open tournament held in May. The 25-year-old Joma player has won his first title of the season on his favourite surface, clay. After beginning his trajectory in 2016, with two wins on the fast courts of Winston-Salem and Moscow, this season saw the Spanish tennis player’s third great performance. In this way, Carreño returns to the Top 20 of the ATP ranking after going up three places, he is now the 18th player in the world.
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SPORTS
Dolgopolov wins the Argentina Open The tennis player adds a third tournament to his record. Alexandr Dolgopolov has won the third title of his career in Buenos Aires by beating world number five and main favourite Kei Nishikori in the final by 7-6 (4) and 6-4. The player started the Open of Argentina ranked at number 66 but after one week he is now positioned 50 in the world. Dolgopolov achieved his third title since Washington in 2012 and his second on clay following Umag in 2011. "You can say it's been a perfect week, yes," Dolgopolov said with a smile. "I haven’t lost a single set and I’ve been able to beat Kei, against whom I’d never been able to win a single set before."
Granollers and Dodig win doubles title in Rotterdam Their first title playing together. Joma players Ivan Dodig and Marcel Granollers have won the doubles title in the Rotterdam tournament by defeating the Dutch duo formed by Wesley Koolhof and Matwe Middelkoop 7-6 (5) and 6-3. This is the first title that both players have secured as a pair in doubles in their second tournament playing together. For Croatian Dodig this is his seventh doubles title and for the Spaniard Granollers, his 14th. FUTSAL
Pescara Calcio a5 takes the Italian Futsal Cup 2017 Pescara wins its second title of the season, following the Super Cup. Pescara Calcio a5 has proclaimed itself Italian Futsal Cup champion after beating Luparense in a penalty shootout following a very even match that could only be settled at 5 m. The Italian team has thus obtained its second title of the season, after also claiming the Italian Super Cup.
Rafael, MVP of the Copa del Rey final The player scored two of his team's four goals and was proclaimed MCopa del Rey Champion. Inter Movistar has been proclaimed champion of the Copa del Rey (the Spanish King’s Cup) 'Ciudad Real 2017' by beating ElPozo Murcia in a penalty shootout (8-9). In the final, Rafael, the star of the "Let them take you" campaign, was chosen 'Player of the Match'. The Brazilian was the author of two of his team’s four goals and one of the key players of Jesus Velasco’s and Joma’s team. During the first half, Rafael scored 1-2 putting Inter Movistar ahead. In the second half, he scored again to draw at three and in the penalty shootout he claimed a fourth goal for his team. A brilliant match, then, for the Joma player.
Carlos Barbosa wins the Super Cup Defeats Corinthians 2-1. In March Carlos Barbosa, Brazilian Cup champion, and Corinthians, Brazilian League champions, played the final of the Brazilian Super Cup. A very even match that in the second half was decided in favour of the team sponsored by Joma.
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RUNNING
Success in the first edition of the Ibiza Marathon Approximately 2,000 national and international runners have flooded the island. The first edition of the Ibiza Marathon sponsored by Joma has tallied up more than 700 registrations, while more than 1,200 runners took part in the Ibiza 12K. Thus, around 2,000 national and international runners have flooded into Ibiza on the afternoon of Saturday 8 April. The Ibiza Marathon has launched its historic record thanks to Stephen Kiplimo, first to cross the finish line with a time of 02:19:01 in this new marathon sponsored by Joma. In the female category, Sally Jemutai Kimaiyo was the winner completing the course in 02:52:50. On the other hand, victory in the 12K Ibiza was claimed by Anass Bourass, a young Moroccan who completed the 12,000-m course in 00:39:20. In the women’s category, Ilaria Tersigni was the best runner with a time of 00:49:08. The Ibiza Marathon has mobilised much of the island’s population, many citizens have been inspired by this new sporting event to volunteer or line the roads to watch and offer encouragement to the runners.
We sponsor the Ravenna Marathon It will take place on 12 November 2017. There will also be a half marathon and a 10K run, it is expected that 15,000 people will take part.
More than 13,000 runners take part in the successful Cursa dels Bombers in Barcelona An orange tide flows on to the streets of Barcelona exceeding by almost 1,000 runners the previous edition. With more than 13,000 runners, the 19th edition of the popular Cursa dels Bombers (the Firefighters Run) of Barcelona held on 7 May has surpassed by almost one thousand runners the participation record set by the previous edition. The Cursa dels Bombers has become a classic Barcelona race and one of the most popular over 10 km. In addition, and as is traditional, a group of more than 200 firefighters took part in the race wearing the body’s regulation uniform (uniform, cylinders and helmet), weighing approximately 24 kilos. The Moroccan athlete Ibrahim Ezzaidouni and Irish runner Jess Andrews proclaimed themselves winners of the 19th edition.
Joma has become the official technical sponsor of the City of Ravenna Marathon, one of the most important running events in Italy. The race will take place on 12 November 2017. There will also be a half marathon and a 10K run, it is expected that 15,000 people will take part. This sponsorship will last for three years, until 2019. An agreement that will increase the visibility of the brand in Italy and also internationally. Joma will create a specially designed shirt for the Ravenna Marathon which will be given to all those taking part in any of the three events.
Joma sponsors Les Foulées Valenciennoises An international race with more than 5,000 participants. On 2 April, the French city of Valenciennes held its most important sporting event, the international Les Foulées Valenciennoises race sponsored this year by Joma. This race started in the 80s and in this edition, in addition to achieving the status of International Race, more than 5,000 people will take part in it.
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SPORTS
Joma Piélagos becomes the first Spanish mixed relay champions The Cantabrian club’s victory launches this new championship. The Cantabrian club Atletismo Piélagos has been proclaimed winner of the 1st cross-country mixed relay Championship of Spain, held in the circuit located in the Roman ruins of Santiponce. It fell to Cantabrian club Piélagos, sponsored by Joma, to launch this new championship through its victory (in 26:18) over the 8 km of the course shared out between the team’s four relay runners. PADEL TENNIS
Many names, one family The Cantabrian club’s victory launches this new championship. The Cantabrian club Atletismo Piélagos has been proclaimed winner of the 1st cross-country mixed relay Championship of Spain, held in the circuit located in the Roman ruins of Santiponce. It fell to Cantabrian club Piélagos, sponsored by Joma, to launch this new championship through its victory (in 26:18) over the 8 km of the course shared out between the team’s four relay runners.
Franco Stupaczuk, Revelation Player of 2016 in the World Padel Tour
Joma lends its name to all the Challenger tournaments of the World Padel Tour
He becomes the first winner of the Elías Estrella Award.
Joma contributes its prestige and quality to the five tournaments taking place this season on Spanish soil.
The World Championship Tournament Gala 2017 of the World Padel Tour was held in March. Joma player Franco Stupaczuk was awarded the 'Elías Estrella Revelation Player of 2016' prize. The young player has already displayed over several years his high level on the WPT Professional Circuit. However, it was last season when Stupa became one of its foremost players and one of the young people called to lead the sport worldwide. On its webpage WPT describes how the Joma player ascended by more than 30 positions becoming number 15 in the world ranking. Stupa, who is only 20 years old, became in 2016 a regular of the final rounds of the most important tournaments. His best moment was in the Buenos Aires Padel Masters semi-finals, where he became a fan sensation.
The World Padel Tour Challengers have their own name and a common denominator this season. Joma joins the professional circuit as the main naming sponsor of this category of the WPT tournaments. Thus, the tournaments are now called the JOMA Challenger, to which will be added the name of the city where the corresponding championship is being held. The arrival of Joma to the Challengers represents a step forward for the project, as the company will lend its quality and experience, as well as its prestige, to the five tournaments that will be played this year under the name Challenger on Spanish soil. Joma is the most important Spanish sports brand in the world and with this agreement, once again, it is shows its commitment and support to this sport. All members of the organisation, staff, volunteers, hostesses and host club personnel will wear garments provided by Joma during each of the tournaments. In addition, the brand will have a prominent presence in the decorative props present for all the games.
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SPORTS
MISCELLANEOUS
Spain will play next year as Core Team in the HSBC Sevens World Series The Spanish side wins the qualifying tournament to play in the World Series in Germany. Spain has won the final of the qualifying round for the World Series from Hong Kong to Germany by 7-12 and will play next year as a Core Team in the HSBC Sevens World Series. Thus, the Joma-sponsored national side takes a gigantic leap in the race to the Japan 2020 Olympics securing a place among the best teams in the world during the 2017/2018 season.
Movistar Estudiantes returns to the Women’s League The women's team returns, seven years later, to the women's premier basketball league. Movistar Estudiantes, a team sponsored by Joma, can proudly say that it is the only basketball club in Spain with both men's and women's teams in the highest league.
Aix Venelles, champion of the French Volleyball Cup Next season they will play in the European Cup.
The Madrid team arrived undefeated in 2017 to the promotion stage held in Leon in April and, following 14 consecutive league victories, has added a further four to reach the peak of its achievement.
The women's team of Pays d'Aix Venelles has achieved the greatest feat in their history winning the French Cup in ClermontFerrand. The team defeated Beziers in the final in five sets: 25-12, 17-25, 25-22, 22-25 and 15-17.
Estu is the only Spanish team with two representatives in the premier leagues. Well done!!
This victory means that Venelles will take part in the European Cup (CEV Cup) next season.
Joma kits out the teams in Russia's All-Stars Games The Russian side defeated a team made up of players from around the world. In the Sochi Olympic Pavilion in February, before more than 10,000 spectators, the Russian basketball league stars (VTB United League), known as the All-Star Game took place. The best Russian players side, Stars of Russia, beat a team made up of players from around the world, World Stars, by 131 to 121. Joma has been the leading sports brand at this event providing kits for all those taking part in the All-Star Game, from the two main teams, to the referees and volunteers. The match was televised in Russia and all Russian-speaking countries, meaning that more than 15 countries could enjoy this prime time sporting spectacle.
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SPECIAL
SPECIAL BRAND STORES Promoting the opening of new Joma Brand Stores throughout the world Spain, Croatia, Kazakhstan or Paraguay are some of the countries where the brand's latest stores have opened. In the last year, Joma has opened several new Brand Stores in Spain, among which its first outlet in Madrid with more than 600 m2 of floor space stands out together with stores in Coria, Guadalajara, Valladolid or Castellón, reaching up to 23 stores in Spain. Thus, the brand continues its expansion process in Spain and becomes one of the Top 5 sports brands with the most single-brand stores in the country. At the international level, there are more than 150 Brand Stores, the opening of stores in Croatia, Kazakhstan or Paraguay over recent months should be highlighted. In 2015 Joma promoted a strategic project consisting of opening Brand Stores internationally. This strategy also includes corners within multi-brand stores, and it already has spaces in major chain stores in Spain such as El Corte Inglés or Sprinter, or in Latin America with Oechler. This model is very important for Joma since these are highly visible spaces. The Brand Stores are the outcome of the efforts made by Joma Sport to create exclusive sale spaces for its products, adding greater exclusivity and differential value for customers.
Madrid Xanadú, Reference Brand Store The store in the Xanadú Shopping Centre of Madrid has become over the last year in the Joma’s reference Brand Store. With the aim of offering customers a new image in 2016 Joma worked on transforming the space, totally renovating it, ensuring that customer interaction with the Spanish brand’s products is more visual and pleasant. This new Brand Store has become a reference for all those people placing their trust day after day in Joma’s products.
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XANADÚ
Croatia Brand Store In Europe, Croatia has been one of the countries where the Spanish company has increased its presence with the opening of a Brand Store in the country's capital, Zagreb. Joma is sponsoring Croatia’s Handball Team, one of the most powerful teams in the world, as well as Ivan Dodig, one of today’s best doubles players and among ATP’s top ten.
CROACIA
PARAGUAY Paraguay Joma has chosen this country because of the Spanish brand’s high-growth there and its excellent long-term forecasts. This Brand Store has more than 70 m² of floor space and is located in Asuncion, the capital and Paraguay’s most populous city, to be precise, in Shopping El Sol, one of the city’s most lively districts currently undergoing intensive property development.
Kazakhstan The brand’s expansion in Central Asia has been growing over the last fifteen years. Proof of this is the opening of a new Brand Store in Kazakhstan. Joma’s first official store in Kazakhstan is located in the country’s most populous city, Almaty, in one of its most important shopping centres, Ritc Palace.
KAZAJISTAN Joma sponsors Kazakhstan’s National Tennis Team, several sports federations and professional football teams which means the Spanish company is one of the most outstanding brands in the country.
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PRODUCT Teamwear 2017 Joma teamwear collection 2017. Performance garments constructed from the latest fabric technologies for football, futsal, basketball, rugby and many other sports. Includes Joma brama collection for comfort.
2017 Shoes Spring/Summer Complete spring summer 2017 shoe collection. Consisting of technical footwear for football, futsal, running, tennis and children, women and casual lines.
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MARKETING Global launch of campaign for new football kits: Not all fans are equal For the first time Joma is challenging itself with a large media campaign featuring simultaneously the new kits for the coming season for the 20 top teams sponsored by the brand.
We want to address thousands of fans living very different realities. In order to connect with this mass of people called "Fans" we sought a universal truth. And we believe we have found it. A truth that has never been spoken, but which any fan has dared to think at some time or another in their lives. Our club shirts make us all equal. And this is not true. If you see two people with the same shirt belonging to the same team, how can we know what kind of fan each of them is? We cannot know which of the two is more involved with the team. The shirt works like a uniform, but in the police a captain does not dress in the same way as a lieutenant, nor does a surgeon dress in the same way as a nurse. Why should a genuine fan who has spent more than a decade, giving everything for his team be mistaken for a fan who hardly knows anything about the history of their club? This seems unfair. And we are addressing this issue with our campaign "not all fans are equal".
Curra y Corre: Curra y Corre (Work and Run) is born, a platform bringing together our work and our passion At Joma we became aware of a growing social issue, in Spain, increasingly, we are running more, but also increasingly we are working more. We wanted to take action on this and do our bit to find solutions to this problem, that is how Curra y Corre was born, a platform directed at finding a balance between our work and our passion. Our goal is to get society to recognise that well-being must be pursued and that it is obtained by striking a balance. In our case, by working and running. As with any movement, we need people to join and support us to help it grow and achieve this common goal. The platform has its own website curraycorre.com, a website where Joma displays the different emerging initiatives, a place in which anybody seeking to reconcile both activities may keep abreast with news about this issue, solutions and proposals for improvement. Curra y Corre is a Joma initiative, and Joma, as always, is on the side of the everyday runner.
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MARKETING
Global campaign for product: Thinking is the best sport we can practice For the autumn/winter collection of 2017 the company’s Communications Department set itself a major challenge. To prepare for the first time a large global product campaign covering the entire ranges of both textile and footwear in all the sports supported by the brand. Football, Futsal, Tennis, Padel Tennis, Running, Trail, Basketball, Handball, Volleyball and Keep Fit. A brilliant collection for its quality and design, it deserved to be strategically supported to take a further step on the road began last year with the positioning of "Exercise your freedom". On this occasion, we are considering developing that same concept. "Thinking is the best sport we can practice" invites us to use the best of what we have and what sets us apart from other people. Valuing the brand, setting us apart from the competition and helping the viewer understand that Joma products are very highly designed. The campaign also make use of Joma’s best sponsored athletes to promote the futsal, tennis and padel tennis products. When filming the commercials, we could count on the presence of Pablo Carreño, and Miguelin, who made it clear that they had to do a lot of thinking to get where they are today, and one of the best decisions they made during their careers was to link up with Joma.
Ukraine: The Ukrainian football team joins the Joma family Ukraine's football side has become part of the Joma family as confirmed in the media. The kit developed by the brand boasts the latest technical innovations, with yellow as its main colour and, as a novelty, a fringe at the front, inspired by the embroidery found in typical Ukrainian costumes. To launch the campaign, which took place a few days before the side’s first official match with the brand, Joma reviewed the country’s values. For Ukrainians, the most important thing is their people, the millions of people who together are stronger, can dream big and tackle any bumps in the road. With this in mind, we presented a spot with very closed camera angles, very carefully, nearly poetically, filmed inviting people to look at the inside of the shirt, in order to show that the most important thing is not what shines on the outside, but what is going on inside. Those seams which like the Ukrainians, when they come together, can withstand any attempts to tear them apart. The Ukraine national football team shirt is sewn, and very well sewn.
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SOCIAL MEDIA
#ExerciseYourFreedom In 2017 Joma has opened new communication channels over the most important social networks. Russia, Croatia, Ukraine, Slovenia and Belarus are some of the countries where the brand advertises its main news and products on Facebook, Twitter or VK.
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NEWS 42kJoma is born, a marathon training application An exclusive application adapted to every runner. Joma exclusively launches 42KJoma, the first marathon training application, 100% adjusted to the personal characteristics of each user and their lifestyle. The premier Spanish sports brand places in the hands of running aficionados a tool that that sees the light thanks to the cooperation of one of Spain’s best marathon runners, Ricardo Ortega, international athlete and national marathon record holder. 42KJoma has been used by numerous runners at all levels who have endorsed its excellent operation and quality. The 42kjoma.com website is available from today, to all those runners looking for an application capable of providing data to enhance their race performance.
Who can use it? 42KJoma is a web and mobile application aimed at runners from amateur to elite who are going to run their first marathon, or who have already run a few previously but are seeking to improve.
Main features
Different versions
42KJoma offers a seven-week marathon training plan. This plan is 100% customised to each user’s characteristics and lifestyle, as well as providing information and advice on other aspects.
42KJoma offers three different versions: a free version, a pro version (paid) that aims to train for single marathon and, finally, a plus version (paid) to be used when training for several marathons.
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INTERVIEW Joma will have to keep running to retain its place at the forefront of sport Mayte Torrijos has been working for Joma for more than 20 years and has held different positions, eventually becoming Purchasing Manager in the Footwear Department. we talk every day and they inform us about everything that is happening in each factory. This requires more teamwork but we have good outcomes.
1. When did you start working for Joma? I’ve been here for 24 years, in 1993. 2. What are the main projects on which you have worked in Joma? I think that, practically, I have taken part in every project this company can offer, I have held, at one time or another, almost all posts, from invoicing, accounting or customer care to export, logistics or import. 3. What position do you hold in Joma? I work in the Footwear Department, specifically in Purchasing. Our work is closely linked to that of the Footwear Design Department, we analyse the new models, the purchase prices for each item as well as the prices for which we will then put the product on
sale. One of our main tasks is to find the most suitable materials and factories to manufacture the footwear and place the necessary orders along with the Trade Department. Finally, and not least since it is one of the most complicated tasks, we ensure along with Logistics that everything is released at the right time and also that it arrives at each site at the right time. 4. You have been working for Joma for over 20 years and the arrival of new technology, as well as logistics improvements must have changed your work considerably. How have you handled it? Technology has greatly improved our work and has helped ensure that everything goes better and runs more smoothly. 5. How has the Purchasing Department evolved over these years? It has changed a lot due to the change in location of manufacturing. When we were manufacturing in Spain we had everything closer to hand, however, in China that closeness is absent and, perhaps, the time zone difference is the greatest disadvantage. On the other hand, we have a team of great professionals working day in and day out ensuring that everything goes well,
6. It seems that any brand can make sports shoes, but, however, experts are aware that it is very complicated, why? Manufacturing a sports shoe is very difficult, and if it also has to be a technologically advanced shoe to be worn by an elite athlete, the work involved is even more complicated. It is a very complex job for different reasons: the soles, the lasts for each sport, the very different materials used for each part of the shoe, adjusting a simple collar is very difficult... To make sports footwear you can’t use just any material and countless tests and trials must be carried out in order to establish whether, finally, the materials are suitable and to obtain the desired outcome, which in Joma, is very high. We cover many sports: running, tennis, padel tennis, football, futsal, trail, fitness, casual shoes... Many sports and the shoes we make are very different for each of them.
Countless tests and trials are required to make technologically advanced sports footwear. 7. What changes do you think are coming soon to sports footwear and which will catch on? It is difficult to know if there will be many changes, but the truth is that trends and technologies are constantly changing, everything moves very fast. So, as always, Joma will have to run in order to remain one of the most important brands.
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