EXERCISE YOUR FREEDOM
MAGAZINE NUMBER 4 / 2017
EDITORIAL Once again, the year 2017 has been an exceptional year for Joma. Data on growth and brand positioning prove this: Joma retains its status as the first sporting brand in Spain and is among the top ten most successful sports businesses in the world. These figures are down to the hard work and effort of hundreds of people toiling daily in Joma, both at our headquarters in Portillo de Toledo, and throughout the world. A very clear direction, with well-defined objectives and infrastructure and a product adjusted to our market and our consumer, ensures that Joma is valued and recognised as a strong and solid brand; one of the most competitive in the global sports sector.
Marina López, Joma's Marketing manager.
Joma is currently present in more than 110 countries, it has a warehouse equipped with the latest and most modern robotics allowing us to increase our growth and provide the highest level delivery service. The brand shows off significant sponsorships around the world, with an especially outstanding presence in football, where it has established itself as the third brand in the world, or tennis, where Joma has entered the top ten ATP rankings. For this reason, we will begin 2018 in an extremely strong position, ready to face new challenges and grasp opportunities. From the marketing and communication department we are challenging ourselves to increase brand awareness and visibility at the international level and satisfy the needs of our commercial network. With large, extremely creative, product campaigns which will continue exploiting the concept of ¨Exercise your freedom¨.
YOUR OPINIONS COUNT: My most sincere congratulations for your great work promoting quality and Spanish sport. Mr Fructuoso, an example of an entrepreneurial fighter, honest and hardworking. A great BUSINESSMAN, spelled out in capital letters. A good example to follow. Joma Carrera is an outstanding shoe, you won’t get tired running miles and miles in them. Congratulations Joma, you never stop surpassing yourself! Congratulations on your designs, you get better every year. Furthermore, their value for money is second to none.
I love JOMA, a message to the world: without Joma, there would be no colourful football boots, they were the first to produce football boots in a colour rather than black, they produced a white pair and gave them to a Betis player, the great Alfonso. All the colourful shoes you see are thanks to Joma.
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:
It’s been a real luxury to share miles with y@u all in the III Curra y Corre Encounter organised by Joma. THANK YOU
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SUMMARY
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Joma becomes the second most important brand in La Liga. 4 Joma, one of the best companies leading growth in Spain. 4 Joma, in the US Open semi-finals. 7 TalkSPORT selects the Swansea City shirt as one of the best in the Premier League. 7
MoviStar Inter, Spain Super Cup champion. 8
New Teamwear 2018 catalogue. 12
Major Christmas advertising campaign. 17
Joma exhibits in MODA, the leading trade fair in the United Kingdom. 18
Logistics innovation. 22
Alfonso Flores, International Sponsorship Manager. 23
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COMPANY Joma becomes the second most important brand in La Liga The Spanish brand, stalking the big guys. here is an important battle taking place in the world of football to establish which brand is the winner when it comes to kitting out most teams. Against this backdrop, Spain’s La Liga, the best league in the world, becomes the ideal tournament for recognising the most prestigious brands Spanish football.
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Among the most interesting details on the state of the technical sponsorship market in Spain is the massive escalation of Spanish company Joma, which has managed to overtake Nike and become the second brand in La Liga just behind Adidas. Joma kitted out as official technical sponsor during the 2017-18 season: Villarreal CF, RCD Espanyol, CD LeganĂŠs and Getafe CF. It unfortunately lost Granada CF which went down to La Liga 123 and which would have placed the Spanish sports brand on an equal footing with the German company. This is just some information highlighting the gigantic strides made by Joma.
Joma, one of the best companies leading growth in Spain oma has been selected by the CEPYME500 initiative as one of the leading companies for business growth due both to its turnover and its ability to generate added value, employment, innovation and international standing.
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Joma gains a new ally, GO fit GO fit, a leading chain of sports centres in Spain, joins Curra y Corre, the platform created by Joma bringing them together. oma and GO fit presented in September their partnership agreement whereby the leading sports brand in Spain, among the Top 10 internationally, becomes the official brand of the prestigious chain of fitness centres represented by Olympic champions FermĂn Cacho and Ruth Beitia.
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COMPANY
BRAND STORES Joma opens its first brand store in Bulgaria Located in a strategic area of Sofia, the country’s capital. oma’s presence in Europe has been increased in recent years with the opening of new brand stores. The most recent inauguration has been in Bulgaria, where the Spanish company has a brand store located in Sofia, the country’s capital.
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The new store, where users can find a wide variety of Joma products, is located in a strategic area in Vitosha Boulevard, a central suburb of the Bulgarian capital. Clothing for practising sports such as football, futsal, basketball, or handball, among others, and tennis or running-related products; sports that have grown exponentially in recent years and must be highlighted. In addition, technical and casual footwear occupies a prominent position at the Spanish brand’s new store. Joma sponsors the national football team in Bulgaria, as well as the Olympic Committee, two of the country's most important sporting institutions. Thus, Joma in Bulgaria is one of the most prominent brands in the country.
Joma reaches 24 brand stores in Spain Brand opens a new store in Cadiz. oma opened in June a new brand store in Cadiz, located in one of the city’s central avenues, stocking the brand’s most recent products.
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Users will thus be able to access a large range of products as clothing for practising sports such as football, futsal, basketball, or handball, among others. Can be highlighted, as well, those tennis or running-related products; sports that have grown exponentially in recent years. In addition, technical and casual footwear occupies a prominent position in the Spanish company’s new brand store. The Brand Stores are the outcome of the efforts made by Joma Sport to create exclusive sale spaces for its products, where everything is entirely dependent on the brand, adding greater exclusivity and differential value for customers.
Joma’s figures show a year-on-year increase Workforce is growing by 25% per year The company has more than 200 workers in Spain and internationally, supporting thousands of indirect jobs. ver recent years, Joma has grown dramatically, becoming the first Spanish sports brand and one of the most prestigious internationally, managing to secure a position as the third sports brand in world football.
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RUSSIA 40% UNITED DENMARK KINGDOM 28,60% 40%
BELGIUM 14%
This fact has been reflected both in the company's sales, and in its presence in more than 110 countries around the world and the increase in its workforce. In Spain, the company employs more than 200 workers at its headquarters in Portillo de Toledo. Meanwhile, at an international level, Joma has generated thousands of jobs worldwide.
FRANCE 55%
SPAIN 28%
GERMANY POLAND 89% 26,5% THE CZECH REPUBLIC 33% SLOVENIA 77% CROATIA 83% BULGARIA 36,77% ITALY 24,75%
PORTUGAL 19,70%
Increase in sales in 2016 5
SPORTS ATHLETICS
Gold Medal for the Lithuanian Federation in the World Athletics Championships in London Andrius Gudžius wins gold in the discus. Andrius Gudžius, of the Lithuanian Athletics Federation (LLAF), has achieved the world champion title in discus with a throw of 69.21 m in the World Athletics Championships held this summer in London. The Lithuanian Athletics Federation was one of the federations sponsored by JOMA in the World Athletics Championships held from 4 to 13 August in London. The performance of the Spanish, Portuguese, and Mexican federations must also be highlighted.
25 years since Fermín Cacho won the Gold in Barcelona 92 The most exciting race in the history of Spanish athletics. Fermín Cacho has been and still is, one of the great symbols of Spanish athletics and JOMA. His name will always be linked to the Barcelona 92 Olympic Games where the athlete from Soria sponsored by the Spanish brand won gold in the 1,500 metres with a ruthless display in the last few metres. From JOMA we wish to recall that moment on the 25th anniversary of a career that now forms part of the history of athletics.
TENNIS
Pablo Carreño-Busta enters the ATP top ten He currently holds ninth place in the year rankings, allowing him to take part in the Masters Cup in London. The Joma tennis player, Pablo Carreño, ascended in September to number 10 in the ATP rankings, and has thus become a member of the select top ten group, of the best players in the world. The 26-year-old Asturian tennis player has had an excellent US Open, the last Grand Slam of the season, reaching the semi-finals. Thanks to this result, Carreño has not only managed to position himself in the top ten of the ATP, but currently occupies ninth place in the year rankings, allowing him to play in the Masters Cup in London held at the end of the season and in which the 8 best players in the world in 2017 will be taking part.
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TENNIS
FOOTBALL
Joma, in the US Open semi-finals
We present the official Tigre shirt for the 2017/2018 season
Pablo Carreño achieves the best ranking of his career. The Spanish tennis player sponsored by Joma, Pablo Carreño, has claimed membership of the world tennis elite with his brilliant performance in the US Open, where he managed to reach the semi-finals.
SPORTS
One of the teams with the most outstanding tradition in the Argentinian football League. JOMA has created a shirt preserving the identity of club Tigre using the club’s classic navy blue as the main feature. It is designed with a new fitting providing greater adjustment to prevent pulling and enhance the player’s comfort. The new shirt stands out for its two-tone collar, navy blue on the outside and contrasting red on the inside.
PADEL TENNIS
Franco Stupaczuk WPT champion in Alicante and Gran Canaria Victories in his first two tournaments in the World Padel Tour. Great step forward for Franco Stupaczuk in the World Padel Tour. The Joma player has triumphed in two WPT tournaments so far this season, in Alicante and Gran Canaria, where he was also proclaimed MVP as best player in both Championships. Stupa is currently the seventh player in the world and, along with teammate Cristian Gutiérrez, one half of the fourth ranking World Padel Tour doubles partnership. The WPT is the most important professional padel tennis circuit in the world, bringing together the most highly ranked male and female players.
The alternative Tiger shirt has the same technical characteristics as the first one, but on this occasion, white is the main colour combined with the navy blue and red representing the club.
TalkSPORT selects the Swansea City shirt as one of the best in the Premier League The British radio station has chosen the Joma team’s first kit as the third most attractive. TalkSPORT, one of the most listened radio stations in England, has selected the first kit of Swansea City AFC as the third most attractive shirt in the Premier League. The broadcaster has considered that among the most noteworthy details of the official Swansea City shirt for the 2017-18 season is the V-neck collar, which includes contrasting colours with black accents, as well as ribbing to improve both fit and comfort. The new kit for Swansea City AFC was presented in June and caused a sensation among football fans.
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UC Sampdoria’s shirt selected as the most attractive shirt in the world The Spanish brand once again finds itself at the forefront of sports design. fourfourtwo.com football website, has analysed this summer the best competitions in the world from the Spanish La Liga, the British Premier League and Italian Seria A to the Brazilian or Argentinian Leagues and has awarded the title of "the most attractive football shirt in the world" to the shirt designed by Joma exclusively for UC Sampdoria.
FUTSAL
MoviStar Inter, Spain Super Cup champion The Joma team has already collected 12 titles in this competition, becoming the most successful team in the tournament. Movistar Inter won in September the futsal Super Cup of Spain by beating ElPozo Murcia 5-2 in the home match. The Joma team obtained the same result as in the away match, where they won by 2-5 in Murcia, thus obtaining their fourth title in 2017 following the Spain Cup, the UEFA Futsal Cup, and the League championship. MoviStar Inter starts the 2017-18 season in the same way it ended the previous one, by winning.
Ali Asghar, named best futsal player in Iran For the 2016/17 season. Ali Asghar, the Joma-sponsored player, who plays for Giti Pasand Isfahan FSC has been selected as the best futsal player in Iran for the 2016/17 season. The prize was awarded to the player at the Iran Sports Awards Gala.
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PRODUCT
New Spring/Summer 2018 collection The new Joma Spring/Summer 2018 footwear collection is characterised by technological advances and includes technical lines and products developed using the latest advances for practising different sports including football, futsal, running, tennis or padel tennis among others. The Spanish brand incorporates new products in its lines, such as the new volleyball shoes aimed both at men and women or the renewal of outstanding models such as the R.4000 and Super Cross for running or Pro Roland for tennis. The collaboration between Michelin and Joma must be highlighted. Tรกctico It is the outcome of the union of two leading brands in their fields, a shoe developed using the most advanced materials and at the design forefront remarkable for its new sole, perfect for futsal.
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SPECIAL
New Teamwear 2018 catalogue Joma transforms its photographic style and creates its own aesthetic The "Teamwear 2018" catalogue is one of Joma’s most ambitious catalogues, customised in 8 different languages and with a circulation of over 500,000 copies, it aims to build the brand’s image and help plan its international sales. To pull it off, as well as co-operating with photographer and director Gonzaga Manso - with more than 100 prizes in international photography, film, and advertising festivals, and one of the few Spaniards nominated for the Sony World Photography Awards - it has been necessary for many of the company’s different departments to work closely together: Marketing and photo-mechanics, logistics, textile, financial, commercial etc.
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Based on the concept "Exercise your freedom", we have created a classy catalogue, with high-quality production values, consistent with the excellence of the products it offers, thus elevating Joma to a higher plane. For its production, not only has the clothing been carefully presented, but also the history, characters, location, lighting, and environment, creating a visual and aesthetic language. This concept represents Joma’s particular approach to life and sport, and, once again, it supports the individual, speaking to all those who practice sport in their own way, who choose their own goals, not allowing others to decide for them, in short, emphasising those who exercise their freedom.
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MARKETING Major Christmas advertising campaign Joma will launch during the most important days of 2017, at Christmas, three powerful campaigns focusing on sports and the sports brand’s most iconic products: Get carried away by Top Flex, Thinking is the best sport we can practice, and a campaign directed at tennis players. The stars of these campaigns will be the most iconic sponsored sports people and those who have performed best this year: • Rafael: futsal player. European champion, LNFS champion, Cup and Super Cup champion in 2017. • Pablo Carreño-Busta: the best tennis player sponsored by the Spanish brand. This year he has managed to secure a place in the Top Ten of the ATP rankings and has obtained the best results of his career. • Albert Ramos: the new Joma signing in tennis has once again achieved excellent results and has received a nomination for the ATP World Tour awards. • Ivan Dodig and Marcel Granollers: the duo formed by a Croatian tennis player and a Spaniard have qualified for the London Masters where they will play the 8 best doubles pairs in the world. • Miguelín: best Spanish futsal player. Golden Boot in the most recent European Cup and an example for futsal around the world. Joma will gain more than 50 million users and worldwide visibility, paying special attention to countries where the brand has social network channels: Spain, Italy, France, Germany, England, USA, Mexico, Croatia, Slovenia, Russia et cetera et cetera.
THINKING IS THE BEST SPORT WE CAN PRACTICE 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 well thought out products. Pablo Carreño and Miguelín were present for shooting the advertisements.
TOP FLEX Indulge yourself with futsal’s most legendary shoes. After more than 15 years at the top, Top Flex are still fighting fit and have become one of the models preferred by players, thanks to their extraordinary flexibility and perfect adaptation to the foot. Footballers of the stature of Rafael, Miguelín, Mammarella, Merlim or Gadeia are already in the lead with them. Now, it is up to you.
TENNIS PLAYERS Given the success of our tennis players in 2017, we have decided to launch a worldwide campaign highlighting the results and the presence of our players who have taken Joma to the semi-finals of the US Open or the Masters Final in London where only the best tennis players of the year can play. Pablo Carreño-Busta or Albert Ramos are among the players nominated for the ATP World Tour Awards, as well as the doubles pair formed by Dodig and Granollers.
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MARKETING
III Work and Run Work and Run, Joma’s platform promoting an understanding between work and our great passion, sport. Work and Run is a platform promoted by Joma for reaching 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 so it can grow and help us achieve this common goal. Follow Work and Run on the website www.curraycorre.com and the social networks. Help us change things!
More than a hundred runners take part in the III Work and Run Encounter Over 100 runners or #curranners took part in the III Encounter for Work and Run organised in Madrid and held in October, with the support of important personalities from world of sports, bodies and companies, such as, for example, the Spanish Athletics Federation through its Chairman Raul Chapado and former athlete and European Champion Carlota Castrejana, TomTom, GO fit sports centres, Alphabet, Olympic champion Fermín Cacho, former volleyball player Rafa Paschal, the managers and players of the Movistar Estudiantes basketball team, as well as the Movistar Inter futsal team. More than 100 people gathered in the High Performance Centre of the Higher Council of Sports in Madrid to be part of the largest Work and Run platform Encounter. Directed by Marco Rocha, Work and Run Ambassador, and celebrating the European week of sport, those taking part were able to enjoy a morning of running using Joma’s technical equipment. The goal of these Encounters is to get society to recognise that well-being must be pursued and that it is obtained by striking a balance, in this case between sport and work.
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FAIRS AND EVENTS Joma exhibits in MODA, the leading trade fair in the United Kingdom Held from 6 to 8 August in Birmingham. MODA, the leading fashion and footwear fair in the United Kingdom, held from 6 to 8 August in Birmingham, has brought together the major brands and leading shops from around the world. Joma, as one of the leading brands in sports clothing and shoes, has exhibited its latest sports catalogue novelties in the Spanish brand’s stand. Its goals for MODA are, among other things, enhance the brand’s image, visibility, and presence in the United Kingdom, attract new customers and retain current ones, as well as increasing its business lines. In order to do this, a team led by the brand’s UK management attended MODA.
International fairs to be attended by Joma in 2018
2018 ISPO Munich, Europe - 2018 United Soccer Coaches Convention in Philadelphia, United States - 2018 Atlanta Shoe Market in the United States - 2018 Platform Las Vegas, United States - 2018 Moda in the United Kingdom - 2018 Litexpo, Lithuania.
More than 300 international conventions Joma makes arrangements to attend more than 300 conventions at an international level in order to introduce and promote new products, as well as approach current and potential customers.
Joma attends Litexpo for the third consecutive year The largest sports fair in the Baltic states. LITEXPO, held from 14 to 15 October in Vilnius, capital of Lithuania, is one of the most important fairs in the Baltic states and one of the key events for Joma in this part of Europe. That's why, for the third consecutive year, the Spanish sports equipment brand leader has attended and exhibited their technical products in a 120 m2 stand. Over the two days during which Litexpo has been held, the Joma team travelling to Vilnius, has had constant visits from potential customers and been able to meet with more than 25 key customers to carry out future agreements in this part of Europe. The goals Joma has set itself for Litexpo are: enhance the brand’s image, visibility, and presence, attract new customers and retain current ones, as well as increasing its business lines.
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Through these conventions major trade agreements can be reached, the brand’s visibility is enhanced, and key factors establishing Joma at the forefront of sport can be presented, such as, for example, the online system that helps our customers place orders at any time of day, gain real-time awareness of what is in stock and when new collections will be arriving.
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SOCIAL MEDIA
#ExerciseYourFreedom
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SOCIAL MEDIA
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NEWS Logistics innovation: Joma installs new storage and distribution systems In 2017, Joma installed new robotic machinery in its international logistics warehouse in order to expedite the output and input of material. This innovation fundamentally affects two key phases of Joma’s logistics system: product storage and preparation of packages to be shipped to any part of the world.
This new system comprises a new finished box classifier which is capable of working following 135 different commands at the same time, and by a new pallet organiser for finished boxes ready to be sent to the different logistics operators which is capable of working with 40 pallets at a time with a margin of error of 0.1%. All these technological advances implemented in Joma’s logistics warehouse have led to the brand becoming a leader in the Spanish market and an example at the international level.
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INTERVIEW Alfonso Flores, International Sponsorship Manager Over three years, thanks to your efforts, Joma has managed to increase the amount and the quality of its sponsorships at an international level. athletes, users won’t believe in you. Sponsoring teams and working with professional athletes enhances brand visibility, reinforces credibility and creates a strong brand image. It's something JOMA has understood very clearly from the beginning. 6. How do you get to sponsor some of Joma’s big teams such as the Romanian national football side, Swansea City or the Croatian national handball side?
In February 2015. After a life in sport dedicated to volleyball and personally undertaking some business projects, I received the offer to become part of Joma.
and how to communicate within them has helped a lot. I feel very fortunate to continue linked to the world of sport, to which I have belonged, practically all my life, and which has given me so much. Add to this the fact that coming from a sports environment means that giving up is not an option.
2. What most attracted you to or surprised you about this brand?
4. For those who don’t know what you do, tell us what are you doing in Joma.
It’s a really remarkable company. How it started from scratch relatively recently, 50 years ago, and now it’s present in more than 100 countries, and has become one of the leading sports equipment brands in the world.
I am lucky to be able to continue to be linked to the world of sport, to which I have belonged, practically my entire life. Of course, from a different perspective.
1. When did you start working for Joma?
When I started working at JOMA I was aware that it was a company in the field of sport, but honestly, not at a global level [as we are now]: we are sponsoring the technical staff of national teams, we are present in the best leagues in the world and in all the most relevant sports specialties... To get to this level, there was a lot of work going on behind-thescenes. Something like this can’t be achieved overnight. It is an example of how tenacity, unity and work can overcome any barrier. I think it is an example of values that should be better known, at times like these where scepticism prevails and a lack of motivation on the part of our country's young people. 3. You've been a professional volleyball player for 17 years and played more than 300 matches for Spain. What has all this experience contributed to your current job? Quite a lot, I believe. As with everything in life, you need a period of adaptation to your new environment, but the fact that I’m familiar with my surroundings
I am responsible for sponsorships, along with Nacho Oruezábal, Oscar Jiménez and Marcos López we form the sponsorship department. My work involves the teams that JOMA sponsors internationally, but we are a team and we all support each other. In Latin America it’s Jesús Martínez, he’s been so long in charge of this department, who is responsible for these teams. Our main mission is to design the sponsorship plan to be implemented over the next few years and try to uphold and make some profits from those currently running. In short, it's creating the best structure possible to maximise Joma’s returns on its sponsorship investments, both in terms of sales and brand image. 5. Why is sponsorship so important in the sports world? How important is it for Joma? For a sports brand the fact of having athletes and teams using your products is more than necessary, it is essential. If as a sports brand you have no presence in leading teams or among high level
First of all, if JOMA had not already earned the credibility it currently has, I would say that would be almost impossible. Recognising this, we get in touch with different teams or federations that could help us carry out the sponsorship plan. Costs and the project’s viability are assessed, a negotiation period is set and if there is an agreement, the agreement is closed. 7. After three years in Joma, how has the brand evolved at an international level?
Three years may be a relatively short period of time. Well you see, very important agreements for the brand have been closed in this period: Swansea FC, the Romanian Football Federation, the Ukrainian Football Federation, the Croatian Handball Federation, Olympic Committees, etc. In the Olympics research indicated that 10% of the athletes used JOMA because we were dressing their country’s Committee or the Federation itself in their sporting specialism. We've played in the opening match of the UEFA Cup in France 2016. And new projects are coming... JOMA is growing at an impressive rate, much higher than other companies in the sector. This, together with a clear calling for sponsorships, only strengthens its image as a top worldwide brand.
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