RESPECT FOR SPORTS
MAGAZINE HY1 2016 No. 1
EDITORIAL The progress and evolution of the JOMA brand has been impressive in recent years. As a result of this growth world-wide, the marketing and communication department has set up this new project to inform everyone of all the news, sponsorships, products, events and to track our athletes and clubs to get first-hand information of everything that revolves around the brand which is now fifty years old. 2016 is to be one of the most important years for the company, which is now present in more than a hundred countries, as it will be a part of several sport events. The Indoor Football World Cup and European Championship, the European Handball Championship, the World Indoor Track Championship in Portland, the Football European Championship in France with the Romanian team inaugurating the tournament and the Rio Olympics where Joma will be present with eight Olympic Committees including Spain, Mexico and Portugal. José Manuel López, General Manager of Joma Sport.
Moreover, it is a historic year for the company as we will be celebrating Joma’s 50th anniversary in 2016 and several activities will be held as part of this event such as the creation of a museum which will tell the history of the company and the evolution of sport. Finally, it is worth highlighting that Joma will be breaking into one of the most prestigious football leagues in the world - the Premier League - with Swansea City ACF and will be announcing the signing of a contract with one of the Spanish teams that will be participating in the upcoming Champions League. And for the first time ever, Joma will be on television starting in September. Thanks for your work, effort and dedication.
YOUR OPINIONS MATTER “Always faithful to Joma ever since the White Boots genius, Alfonso, got me hooked. To India and beyond”. “I’m a cross and trail athlete and always love wearing Joma as opposed to any other brand”. “The new Hispalis are impressive!! Always improving and making progress with the features of each Joma trainer”. “When will there be a shop in Burgos or Barcelona? It’s really difficult to find Joma; you have to go to Madrid or order online”. “I live in Alicante and it’s impossible to find shops to buy them. You can find Joma online but I don’t like buying trainers without first trying them on. I’d also like you to recommend some Joma pronators to compete in the 10K at 4’ the km and do series”. “I’d like to congratulate the brand. I’m quite happy with the sportswear and footwear as everything I wear for sports is Joma. It’s an affordable brand of undeniable quality. Keep it up. I’m a loyal Joma buyer, thank you”.
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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:
CONTENTS
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New Progress in Logistics. 4 Swansea City AFC, Joma’s First Premier League Recruit. 8 Croatia Debuts with Joma and Wins Bronze at the European Handball Championship. 9
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New Collections. 12-15
New Joma Running Soles. 18-19
Top Flex, #beworn. 20
Joma at the Rio Olympics with the Spanish Olympic Committee. 21
Joma on TV. 22
50th Anniversary Celebration. 23
Joma Completely Overhauls its Website. 26
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THE COMPANY
New logistics progress
The fifth leading tennis brand in the world The Spanish company dresses six tennis players ranked among the top 100 in the ATP. Joma Sport is among the top five sport brands with the greatest presence according to a survey of the top 100 tennis players in the ATP rankings. The Spanish company dresses a total of six tennnis players who are classified among the top 100 in the ATP. This figure puts the Joma brand in the fifth position world-wide in a study conducted by Jambosb. The six tennis players who wear are Dolgopolov, Nico Almagro, Pablo Carrero, Iñigo Cervantes, Marcel Granollers and the most recent addition to this list is Croatia’s Ivan Dodig. In recent years, the Spanish company has recorded spectacular growth.
Joma Sport’s mission includes improving year after year in the service it offers all of its customers around the world. Thus, it inaugurated a new headquarters building this year in Portillo de Toledo where an all-new and advanced smart logistics system has been implemented which will optimise the movement of all of its goods which are stored in its warehouses. This new machine is controlled by a computer system which streamlines and increases the efficency of the warehouse. Operators no longer need to walk around to search for a product but rather the smart warehouse brings them the goods and then moves them through the system processing circuit until the order is complete. It occupies a surface area of 15,600 m3, is 100 metres long, 13 metres high and 12 metres deep.
A study conducted by Círculo de Empresarios ranked Joma Sport as the
This year, Joma has developed a much more extensive tennis collection with the latest technology and the most current and cutting-edge designs for professional training. Designs that can be easily combined with a great variety of clothing items and colours. A collection that enables great freedom of movement, which is essential for this sport, as well as transpirability and comfort.
most successfull leading company dedicated to sportwear and footwear in Spain.
The keys to Joma’s success in international football During the 2015-2016 season, Joma reached 6% of the market share which put it in fourth place in the rankings of sport brands with the greatest presence in the 20 most important leagues in the world. The Toledo-based company has doubled its market share in just three years and is quickly getting close to the podium led by Nike and Adidas, followed by Puma.
2015 was a spectacular year for Joma and this was not only reflected in the brand’s worldwide growth but also in its sales: more than 20 million clothing and accessory items and more than 5 million shoes.
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THE COMPANY
An unbeatable brand at the top in football No body is able to dethrone Joma in football kits in the Spanish market. For the seventh consecutive year, Joma was the undeniable leader in football kits and has become the Best Kit Brand 2015. The Toledo-based company was the brand that received the best scores on four out of five variables assessed in a study conducted among the 117 Spanish retailers consulted by the CMD Sport Survey Department. The four variables where Joma was ranked the best Spanish brand were: order delivery service, design, sales volume and sales margin. Of the scores recorded for the five variables analysed, Joma obtained an average of 6.87 out of 10, which put the Portillo de Toledo company on the Best Global Average board.
JOMA awarded at the Track Gala Joma was awarded at the 21st Spanish Track Gala held in January during the Spanish Olympic Committee meeting as the Primary Sponsor of the Spanish Royal Track Federation. Alberto López, Executive Director of Joma, received the prize from the Chairman of RFEA, José María Odriozola.
Joma receives the Business Innovation Prize Awards for Business Success. The Managing Director of Joma Sport, José Manuel López, attended the Business Success awards ceremony organised in Castilla-La Mancha by the magazine Actualidad Económica. These awards recognise entrepreneurism in the region. The ceremony, which was held in Toledo in October, featured the presence of Emiliano García-Page, the President of Castilla-La Mancha, as well as the most important political and economic authorities.
One of the most influential brands in indoor football in the world Miguelín, Gadeia, Venancio, Velasco and Carlos Barbosa, among the best in the world. The list of the best indoor football players, trainers and clubs in the world was revealed this May. This list includes Joma players Miguelín and Gadeia, the second and third best players in the world, respectively, in addition to trainers José Venancio López, the trainer of the Spanish national team, and Jesús Velasco, the trainer of Inter Movistar, who were chosen the best in the world. Plus, Carlos Barbosa, a club that wears Joma, was chosen as the third best club in the world after an extraordinary season which included winning several titles including the League and the Brazilian Cup. These awards as well as the number of sponsorships the brand boasts with national teams such as Cuba, Guatemala and Uzbekistan, which have already classified for the World Cup to be held this year in Colombia, mean Joma is one of the most influential sport brands in indoor football in the world. Congratulations to all of our players, clubs and trainers for the extraordinary work they have done season after season.
Fructuoso López, Chairman of Joma
Joma Sport received the prize for the Best Innovation as a Castilla-La Mancha company.
Sport, was named the new patron of MARSODETO.
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TRADE SHOWS AND EVENTS An important presence at Spanish sport events The Madrid Open, all of the World Padel Tour trials and the Madrid Marathon. There have been several events in recent months with Joma present. Some of the most important have been organised in the Spanish capital city such as the Madrid Tennis Open where Joma had a stand and the Madrid Marathon, where a Runner’s Trade Show - EXPODEPORT - was held. More than 34,000 runners participated in the race and thousands of people attended to enjoy one of the most successful sport events. Joma had a stand where it publicised and offered its latest running products. On the other hand, padel is one of the sports where Joma has been most successful in recent years and has even become of the leading brands. Given this importance, Joma is participating in each World Padel Tour match with the presence of a stand and in 2016, the brand is used in the name for all WPT Challenger matches throughout Spain.
Joma is present at Magic Market Week in Las Vegas The US market is very important to Joma and has become a priority in recent years. In order to conquer this market, the Spanish company is attending major trade shows and events such as Magic Market Week in Las Vegas in order to consolidate its business just as it has done in Europe, Latin America and Asia.
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Joma exceeds the expectations at ISPO Munich 2016 The Spanish company presented its new technical clothing and sport footwear collections. Joma’s participation at ISPO Munich was very positive yet again this year. New transactions were completed and the stand received more visits at this edition in comparison to other years. The company’s expectations for this edition, which was held at the end of January, were met and even exceeded. Joma attracted new customers and our current ones offered an even better response. Joma is positioned as the leading Spanish football kit brand and is among the top 10 sport firms internationally. Thus, most of its customers are excitedly awaiting its new collections and at this edition of ISPO Munich in 2016, Joma team present at the trade show was able to see just how successful the new lines are. For Joma, it is one of the most important shows. ISPO Munich brings together the strongest companies on the market and important business can be done. It’s a trade show that Joma simply can’t miss because ISPO is something more for this company as it was the very first international trade show it ever attended back in 1983. It was thanks to this trade show that it was able to open its subsidiary, Joma Germany. It was the starting point for the company which is now known as Joma Sport, an international firm with presence in more than 100 countries, which is positioned among the top ten in the world and aims to grow even more. Joma has also attended ISPO Shanghai in recent years. This trade show will be held in 2016 from 6th to 8th July.
SPORTS FOOTBALL
Swansea City AFC becomes the first English league to sign on with us in history The brand is entering the most prestigious league in the world, the Premier League, for the first time. Joma and Swansea City AFC have announced this month of May their new sponsorship relationship whereby the Spanish brand will dress the Welsh team as of next season 2016-2017. It is Joma’s debut in one of the strongest and most highly-visible football leagues in the world. Joma will be the official supplier of all game, training and uniform kits for the Premier League and Training Academy teams. The club highlighted the enthusiasm shown by both parties in reaching an agreement which will be very positive for both. On the other hand, the Spanish brand ensures the club exclusive designs and a custom collection as per their needs. The official jersey will be presented at the end of the current season.
The official jersey will be presented at the end of the current season.
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SPORTS
INDOOR FOOTBALL
HANDBALL
Miguelín wins the European Indoor Football Golden Boot
Croatia earns the bronze medal in the European Championship
Spain wins the European title.
After easily beating Norway 31-24 in the decisive match.
Miguel Sayago Miguelín, a Joma player, won the Golden Boot after being proclaimed the top goal scorer of the European Indoor Football championship held in Serbia in February with Spain winning its seventh continental title. Miguelín, a player from El Pozo Murcia, scored six goals and offered a total of four assists to exceed all other European Cup footballers. This is his second title after being named the Second Best Player in the World in May.
The national team sponsored by Joma won its third bronze in a European Championship, which was held in Poland this year from 15th to 31st January. The Croatians who were wearing their Spanish brand uniforms for the first time, easily won the final and decisive match against the Norwegian team to earn the bronze medal at their first major competition wearing Joma. With this victory, Croatia now has five European medals - two silver and three bronze. This is the third-ranked national team as far as the number of medals following Denmark and Spain, both with five.
On the other hand, the Spanish national team, featuring three Joma players - Miguelín, Bebe and Juanjo- earned its seventh European championship title.
Joma players reign during the UEFA Cup Final Eder Lima, Chishkala, Davidov, Lyskov and Slemzyn win the title for the first time. At the end of April, Guadalajara hosted the 2016 Indoor Football UEFA Cup Final Four for the first time ever during which the Russian team Ugra Yugorsk, a new competitor for this edition, conquered the title after four great matches. Ugra, with five players sponsored by Joma, Eder Lima, Chishkala, Davidov, Lyskov and Slemzyn, beat Inter Movistar 4-3 in a passionate final. Eder Lima was proclaimed the top goal scorer with 13.
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TENNIS
Successful attendance at the Joma Clinic with Cervantes and Dolgopolov More than 150 participants attended at the Las Rozas Club tennis courts. Along with the Las Rozas tennis club, Joma organised the second edition of the Joma Clinic with two of the best tennis players on the ATP circuit: Alexandr Dolgopolov and Íñigo Cervantes.
Joma announces it has recently signed tennis player Ivan Dodig He has won the Roland Garros and two Open Masters in doubles, among other titles. The newest tennis player to be sponsored by Joma, Ivan Dodig, has won singles and doubles titles including Roland Garros and the Open of Paris and Shanghai, among others. His favourite surface is clay and his best swing is his drive or right. Dodig is currently the third best Croatian tennis player and is one of the best doubles players.
More than 150 people, including children and adults, participated in this Clinic which featured the collaboration of Las Rozas Club. Games, activities, exercises and training sessions as well as the chance to play with two tennis players of the likes of Alexandr Dolgopolov and Íñigo Cervantes were the keys to dozens of people completely filling the club’s facilities on 30th April. At the end of the Clinic, Dolgopolov and Cervantes signed autographs and took photos with those attending, who took home a t-shirt, cap and several gifts as souvenirs.
Nico Almagro wins his first championship with Joma He beat Pablo Carreño in Estoril 6-7, 7-6 and 6-3. Four years later, tennis player Nico Almagro was able to add a new title to his list of wins, the Millennium Estoril Open, which now boasts 13 championships. During the final, Almagro came back to beat Spanish compatriot Pablo Carreño 6-7, 7-6 and 6-3 after nearly three hours of play. Joma would like to congratulate the two tennis players who offered a brilliant tournament which helped the players climb up the ATP rankings.
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SPORTS
PÁDEL
JOMA, the official sponsor of the WPT National Challenger Tournaments The Spanish brand becomes one of the leading brands in this sport. Joma is committed to padel and has tied its brand to the World Padel Tour National Challenger tournaments which are to be held in Barcelona, Costa del Sol and Madrid for this 2016 season. Thus, these tournaments will now be called Joma Barcelona Challenger, Joma Costa del Sol Challenger and Joma Madrid Challenger. The Spanish company, of recognised international prestige, has joined forces with the Professional Padel Circuit to take the same path of expansion. In recent years, Joma has linked itself to padel to become one of the leading brands in this sport by sponsoring some of the best players in the world like Juanmi Mieres and Patty Llaguno. This time, Joma’s commitment is aimed at youth and young promises and for this reason, it chose to focus on the World Padel Tour National Challenger Tournaments which is set to launch the future stars of world padel in collaboration with the Toledo-based brand. MISCELLANEOUS
Joma athlete Ossama Ifraj, the Spanish Junior champion Wearing the new SPIKE running shoes. Track athlete Ossama Ifraj was proclaimed the Spanish Junior cross-country champion in April. Ossama Ifraj was wearing the all-new SPIKEs, running shoes which are known for their lightness and special cross-race design.
West Indies wins the World Cricket T20 Men’s and Women’s Championships The West Indies national teams win the World Championship titles in the men’s and women’s categories. West Indies has swept the board in international cricket. The two teams, the men’s and women’s teams, both sponsored by Joma, won the World T20 championships held in India in April. The men’s team forcefully beat the England, one of the tournament’s favourites, and became the first team to win the World Championship twice. Their first was in 2012. On the other hand, the women did the same for the first time in their history after beating Australia 148-5. So, West Indies got a double win. Cricket is going through a growth stage in world sport, mainly in countries as diverse as Australia, India and England.
Javier Fernández, world ice-skating champion The Spanish ice-skater wins for the second year in a row. Javier Fernández was named the World Artistic Ice-Skating Champion for the second year in a row with the best performance of his life. The skater was able to take one further step in history by defending the historical title he earned last year at the World Championship held in China. With a final score of 314.93 points, Javier set his personal best record, above the 302.77 he earned at the European Championships in Bratislava.
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PRODUCT
Technological progress is one of the most important features of the all-new Joma footwear collection for Autumn/Winter 2016-17. This collection is comprised of technical lines and products developed with the latest sports advances for training in different sports including football, indoor football, running, tennis and padel, among others.
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PRODUCT
Some of the most important technologies include the new Joma running soles which is a system that provides the necessary rebound for impulse and ease the work done by a runner. Just like the all-new Unique Light Technology sole designed for elite football on natural grass. Plus, the Joma footwear collection also includes a line with a casual and elegant look developed to offer comfort and design.
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The clothing collection is mainly divided into four areas including Teamwear, which is the kit collection. For the 2016-17 season, the football, indoor football, basketball, handball and rugby technical lines are made with the latest technology and the best materials in addition to coming in a wide range of colours and design varieties. Our running clothes, which are becoming more and more popular due to the technology and quality, stand out because of the reflective fabrics and thermal finishes.
Our tennis wear features very modern, cutting-edge designs and a wide variety of colours and combinations. A collection that allows for great freedom of movement, comfort and transpirability. Such characteristics are essential in this sport. Joma’s great new development this year is having designed a new fashion-oriented line, Invictus. This collection features casual clothing for men and women following international fashion references. Exclusive designs that stand out because of the comfort and originality.
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TECHNOLOGY
UNIQUE LIGHT TECHNOLOGY SOLE: Give your race a boost with the new Joma soles. Made with two densities that enable the torsion and flexion feet require to prevent deformation and possible footballer injuries. It’s a rigid sole with an outer buttress which weigh just 52 g. It’s the lightest Joma. The new Unique Light Technology sole may be found in two Joma models for football: PROPULSION LITE and CHAMPION MAX, boots used by professional footballers seeking the utmost lightness and best fit. Each element of this boot, from the sole to the glove-like fit, has been created with the latest technology. DEMO: To prove that the Joma Unique Light Technology sole offers a much greater ball kick speed than other boots, it was subjected to a real demo aimed at comparing the technology.
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TECHNOLOGY
Joma is revolutionising running Give your race a boost with the new Joma soles Joma has developed a new technology for its running shoes. With this technology, the Spanish company is able to provide the necessary rebound for impulse and ease the work done by a runner. This new material is revolutionising running thanks to the new Joma soles which enable greater strides with increased shock absorption. What are the new Joma soles like? two materials which have turned Joma soles into the technology of the future. The new Joma Running models will improve your stride, increase the shock absorption of your trainers and give you greater impulse with every step. Your races will evolve. The trainer models featuring these soles are: - Joma Carrera, available for men in several colours. - The all-new Joma Storm Viper model, designed in several colours for men and women, and Joma Titanium. The features of the all-new Joma soles: 1. Greater comfort: the new Joma soles are more flexible and offer greater shock absorption. 2. Greater resistance: the materials used for this sole provide greater durability because of the high wear-resistance. You’ll be able to do many more kilometres safely. 3. Greater shock absorption: it enhances your stride because of the much greater impulse. The same effort, but better performance because of the increased rebound. 4. Increases your speed: the lightness of the new material used by Joma when designing its new soles will bring you greater speed in a shorter amount of time. 5. Adaptability: the technology makes it so these soles work perfectly in the country or in the city. 6. For daily, intense training.
DEMO: In order to spread awareness for these new soles, Joma has been carrying out a marketing campaign aimed at proving that trainers featuring this all-new technology achieve better rebound and, therefore, greater impulse and longer strides in comparison to other running shoes. To do so, the shoes were used on a trial course and comparisons were made between Joma Carrera, a shoe that includes the new sole, and another shoe aimed at the same type of runner without this feature. The test proved that the height of the rebound using the new Joma soles is higher with the same step intensity than other shoes.
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MARKETING Top Flex, #beworn It’s not easy to find a product that withstands the passing of time so well and that is exactly what happened to Joma with Top Flex, one of the brand’s most iconic models. Now celebrating 15 years of existence and with several generations of major footballers having worn this very successful boot, the Joma Marketing department believed it was nearly an obligation to dedicate a campaign to this model. Another point in favour was the sponsorship work the brand has done in recent years in Indoor Football. With these two factors in mind, all that had to be done was put them together to tell a really great story. As if a romantic film, “Top Flex Let Them Wear You” told about the wonderful relationship that has been created with the passing of time between the shoe and one great player, Raphael Franca, the winner of a World Cup, two League championships, three Super Cups, two Spanish Cups and one King’s Cup. Just as happens with all good couples, it’s important for everything to be balanced and if Raphael has worn the Top-Flex he used for his greatest sport achievements for more than six year, it was about time that Top-Flex wore him. The campaign was filed in the mountains of Madrid and is comprised of a spot and various street marketing actions to get Top Flex to wear more people.
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MARKETING
Spanish Olympic Committee “Olympics” is being presented to spread awareness for the sponsorship of the Spanish and Portuguese Olympic Committees at the 2016 Rio Games. Joma is facing one of the most important communication moments of the year. It’s a major commitment which is being reinforced with immense investment in online media and production aimed at not only spreading awareness for this sponsorship but also gaining interest from the general public and adding emotional value to a product as special as the Olympic uniform. The campaign is based on the adjective “olympic” which when added to any word, automatically makes it bigger. And that is exactly what has happened this year to the Joma track suit which is now Olympic. A uniform with amazing power, the power to transform those who wear it. Because being a gardener is not the same as being an amazing Olympic gardener. Everyone makes an effort each day to be better at whatever they do. We all have something “olympic” within and just have to dress like we do. The campaign has made the national news as was even mentioned in some television news broadcasts. It was also the first major campaign Joma has ever launched on the Internet with more than ten million views in media such as Marca, As, El País and online sport areas on the Mediaset and Atresmedia sites.
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MARKETING RETRO “We’ve worked a lot to change as little as possible”, said Fructuoso López, Director of Footwear Development as well as the slogan of the Restyle advertising campaign for one of Joma’s most classic models from the 80’s, the 367 jogging shoe. The Fall-Winter collection brings with it a rework of one of the most emblematic designs from the 80’s. Joma wanted to reflect the design and art of those years in the advertising campaign for the new 367. To do so, one of the decade’s best creative advertising directors was recruited and print photoliths were used after searching for the look of the models. The campaign created was more retro than ever. Because Joma was already following the fashion trends back in the 80’s.
Television Campaign Joma is set to launch its first national television advertising campaign in September. After the second week of the month and for seven weeks, Joma will be broadcasting advertising spots on the major Spanish television stations (Telecinco, Cuatro, LaSexta and Antena 3) during one of the most popular time slots. The company has chosen this period so that it coincides with its 50th anniversary celebrations, with the creation of a new brand re-positioning. Joma has decided to make a great commitment so brand consumers may find out about the brand’s major values and virtues.
It will be the most ambitious marketing campaign since “Colour in Football” which was used to launch the first colour boots. In terms of the audience, the Joma spots will be seen by 93.7% of the television audience during prime time. The television campaign will be reinforced with an online media plan on major media websites, social media and sport-related websites. The online campaign follows Joma’s first investment in Internet which was carried out in June on the occasion of the announcement of the Spanish Olympic Committee sponsorship which saw more than two million reproductions of the “Olympics” spot.
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MARKETING
Museum and 50th Anniversary
2016 is a very special year for Joma Sport. The company and, in particular, its founder and Chairman Fructuoso López are commemorating the company’s 50th anniversary with different projects such as the creation of a museum at the Portillo de Toledo headquarters and a major celebratory event. The Joma History Museum reflects the company’s evolution from its foundation by Fructuoso López in 1965, in his own house, to its more modern and advanced products. At this very unique place, people will be able to discover the first tools Fructuoso used to begin fixing shoes when he was a child and find out about the process and machinery involved with production throughout the 90`s. A photographic journey reviews the company’s history and its achievements while the boots of mythic athletes sponsored by Joma such as Emilio Butragueño and Fermín Cacho are exhibited. The celebrations will end with a party set to take place at the company’s facilities for all Joma Sport employees and friends. Plus, a documentary summarising Joma’s 50 years of history will be premiered.
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SOCIAL MEDIA
#RespectForSports
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SOCIAL MEDIA
#RespectForSports The company has really jumped into the international Social Media in 2016. In addition to the daily work done in Spain, Mexico, Brazil and Poland, new agencies have been opened in England, the United States, Italy, Germany, France and Romania. The goal is to boost the brand’s visibility, its presence and online reputation in order to improve Joma Sport’s commercial results. We have more than 200,000 social media followers and the brand is becoming better known throughout the world every day with all the social media work and management being done mainly in Facebook, Twitter, Instagram and YouTube.
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NOVELTY For 2016, Joma has completely changed the look of its website www.joma-sport.com The aim is to offer Joma customers and users clearer and more detailed information on our products so the website has been completely re-organised.
AN ALL-NEW DESIGN The Spanish company has brought its website in line with today’s digital trends and has created a design to offer a modern image and improve user experience whether they connect via a smartphone, tablet or a computer.
ALL-NEW IMAGES AND SERVICES
JOMAWORLD/SPONSOR
The products offered at the website are connected by all-new photographs, videos and 360º images which provide more information and bring users even closer to the reality of each product.
The JomaWorld section is set to become a magazine which will tell readers all about the brand’s main news as well as news related to the athletes and teams that wear Joma.
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INTERVIEW “We've grown in the international department, there's still lots left to do. I still haven't seen a limit to our possibilities” Santiago Fernandez has been working for Joma Sport for more than 15 years. He began at the US subsidiary in 2001. He spent his first seven years in Miami until he returned to Spain in 2008 to continue working in exports, yet now at the company headquarters. He has travelled to all of the world’s continents with JOMA. However, his greatest challenge at this time is opening up the market in the United States and positioning the brand in the most important country in the world. 6. What was the first bit of advice that really had an impact on you that you remember from working at Joma? I remember when I began at Joma USA in 2001 how an economic crisis started. We were looking at the numbers for 2002 and I mentioned the fact to one of the directors. His response that obviously there was a crisis, but not for us. We would have to work harder and implement other marketing policies. And were actually were able to grow in 2002. Later, I read something Henry Ford once said which I think really sums up such a situation: "Whether you think you can, or you think you can't--you're right" Outside factors are important, but a person's actions are even more so. 1. How do you feel about being the first employee to be interviewed for Joma Magazine? I'm really proud to be participating in this first issue of Joma Magazine and I hope it will be the first of many.
3. What most motivates you on the job? Knowing that even though we've grown in the international department, there's still lots left to do. I still haven't seen a limit to our possibilities.
2. Some of our readers may not know what you do at Joma. Please tell us about it. Basically, I'm in the exports department where we try to increase Joma's international presence.
4. Where do you believe you could improve? Everything. There's always room to improve and learn. 5. The most important thing about your job for you is... Enjoying doing it. A lot of hours go into it and the key is doing what you like.
In a world where everything moves so quickly, the obligation is to improve every day
We have the potential to grow in all markets 7. And what about Joma, so it could become a better company? All of our departments can and must improve and they are. This is why we continue to grow year after year, both in Spain and abroad. In a world where everything moves so quickly, the obligation is to improve every day so you don't get left behind. 8. What is your next challenge at Joma? There are several because, as I already mentioned, we have the potential to grow in all markets. If I had to mention just one, that would be consolidation in the US market. It's a demanding market but it has enormous potential.
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