10 MAGAZINE 2021 EN

SOLO POR DEPORTE

MAGAZINE

NÚMERO 10 / 2021

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Summary -

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Joma pays tribute to Pablo Carreño. 4 Mireia Belmonte gets to know Joma. 6 Zara chooses Joma as the brand for its technical footwear. 7 Joma launches its new line of padel rackets. 12 Joma celebrates its first Champions League derby. 15

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Rome Marathon fills the streets of the eternal city. 20

Madrid completes the 183 km challenge.

We are handball. 23

Positive Life. 27

Joma installs a robotic shoe warehouse.

Interview with Beatriz Sánchez. 31

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Company -

Joma pays tribute to Pablo Carreño Joma’s headquarters gathered up to pay tribute to the bronze medalist in Tokyo 2020.

Monday, September 13th was a very special day for Pablo Carreño and for everyone at Joma. The sports company has accompanied the Spanish tennis player since his beginnings more than ten years ago and wanted, together with its employees at the headquarters, to welcome the tennis player in Portillo de Toledo. More than three minutes of applause and a procession in recognition of his bronze medal won at the Tokyo 2020 Olympic Games.

In addition, the equipment with which the Asturian tennis player won the medal is already part of the brand’s museum

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along with other great milestones of Spanish sport such as the Olympic gold medal shoes of Fermín Cacho or the t-shirt of the Europa League champions, Villarreal CF and Sevilla FC. Joma and Pablo maintain an excellent relationship as a result of the collaboration and mutual support they have developed since they joined paths when the tennis player had not yet entered the professional circuit. For this reason, Pablo’s success is very special for the Spanish company.

COMPANY

Joma is the most trusted Spanish sports brand by consumers Consumer trust in brands is a powerful tool for differentiation with respect to the competition and becomes a way to build customer loyalty and attract new customers who value the honesty and clarity of the company behind each brand. In addition, trust is one of the main drivers of a brand’s future growth.

The “Trusted Brands of the Year 2021” report by the consultancy firm Itrus Consumer Brands gathers the opinion of more than 15,000 users from different sectors in six countries to award a seal of recognition. In this edition, Joma is the only one in the sports manufacturer sector.

The trust that Joma generates in its consumers is an indicator of the level of reputation that the brand has achieved in recent years and the image it projects abroad.

This recognition is based on the quality of the products perceived by the consumer and on the endorsement of sponsorships such as Spanish athletics, indoor football, rugby and handball teams; football teams such as

Villarreal (champion of the last Europa League edition) or BC Atalanta; personal sponsorships such as tennis player Pablo Carreño (bronze medal at the Tokyo Olympic Games), Juani Mieres or Teresa Navarro in padel, or swimmer Mireia Belmonte; the Olympic Committees of Spain or Portugal, among a total of twelve other committees.

Spain’s RFEA and Joma send solidarity clothing to La Palma

The official collection of the Spanish Olympic Committee Tokyo 2020 completely sells out

Faced with the situation experienced by the residents of La Palma, the RFEA and JOMA have joined forces to make a donation to #SpainAthletics, clothing that can be useful for all those who suffered irreparable losses. One of the needs expressed by local entities working in the area is clothing, garments that both JOMA and the RFEA sent to the island.

The RFEA and JOMA express their support and solidarity with all the people of La Palma, in the difficult situation experienced after the eruption of the Cumbre Vieja volcano on September 19th.

The sellout of ecommerce channels, brand stores and multi-brand customers exceeded the figures of the collection for the 2016 Olympic Games.

The official collection of the Spanish Olympic Committee for the Tokyo 2020 Olympic Games held in July 2021 after its postponement was again a sales success as its predecessor four years earlier.

The podium line and the main villa apparel were the products with the best consumer acceptance. The type of timely sales was closely linked to the days exposed of the Spanish Olympians during the Games, thanks to the important audience of the competitions and the coverage of the rest of the media.

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Company -

Joma opens its 19th store in Spain The sports brand continues to expand its network of stores in our country, in parallel to its international expansion.

The city of Valencia, and specifically the Bonaire Shopping Center, has been home to the 19th Joma store in Spain for a few days now, and plans to open five more before the end of the year. This commercial space is the latest opening of a Joma store as part of the 2021 plan, which has already opened six stores so far this year.

In the new Bonaire space of more than 400m2, customers will be able to find the entire brand’s textile, footwear, and accessories collections, focusing on retail lines such as running, fitness, tennis, padel, and lifestyle. In addition, it will be a reference space connected to the brand’s ecommerce.

In recent months, Joma has intensified its commitment to retail by giving a new push to the opening of new commercial spaces in Spain, as well as to retail product lines. This way, the brand is gaining positions in individual sports and is the absolute leader in team sports.

Outside of Spain, new stores are also opening in Europe and Asia, such as the new flag store in Romania in the city of Constanta, in Kyrgyzstan, Nepal, Libya and Portugal.

Mireia Belmonte gets to know Joma The Olympic swimmer and winner of 4 medals in the Olympic Games visited Joma. Recently the brand and Mireia Belmonte have reached an agreement to promote the sports and casual lines. This way Belmonte and Joma begin a long-term relationship based on the values of effort, sacrifice, and perseverance that both share and that will soon bring news.

Mireia was able to learn first-hand about the history of Joma, its logistics center and assessed the new textile and footwear lines focused on lifestyle, of which she will be an ambassador for.

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COMPANY

Zara chooses Joma as the brand for its technical footwear The Spanish brands entered into a collaboration whereby the Supercross, Fenix and Storm Vipper technical shoes are part of the new “Athleticz” line.

Zara launched “Athleticz”: the new line specialized in fitness that the Spanish company has begun to market a few days ago, both online and in a selection of Zara stores located in different parts of the world. For its technical footwear, it has clearly selected the Joma brand, which has developed exclusive designs for its Supercross, Fenix and Storm Viper III running shoes, maintaining all the qualities that have made Joma grow in the high-end running segment.

All “Athleticz” apparel is designed for a male audience.

Therefore, the three models of shoes have a male form and are adapted to the characteristics of the male footprint.

“Athleticz” is an exclusive line that can only be found in some exclusive stores in Paris, Milan, Dubai, Manchester, Leidschendam-Voorburg in the Netherlands and in Spain, where the line has begun to be distributed from Zara stores in Paseo de Gracia 16 (Barcelona), Castellana 79 (Madrid) and the Marineda City shopping center (La Coruña). In addition to the online channels at an international level.

Storm Viper III, Supercross and Fenix: reactivity, stability and comfort for any athlete.

Storm Viper III is Joma’s most reactive shoe thanks to the REACTIVEBALL technology developed in a material with great cushioning capacity and energy return. After an initial shock absorption, the shoe recovers its original shape with

little deformation thanks to the construction of expanded particles that provide excellent energy return. Maximum energy return by absorbing the kinetic energy of running and returning it to the athlete. In the Supercross model, this technology is combined in the FULL DUAL PULSOR system to provide greater safety for athletes with a greater body weight.

For stability, all three shoes use STABILIS SYSTEM. The new application in Storm Viper III is made with a piece of greater stiffness injected in the heel that contains the movement of the foot upon entry providing greater stability to the footstep. For the Supercross and Fenix, a rigid piece is applied in the forefoot.

In the initial steps the runner will feel the comfort of a renewed upper part with more flexibility and more VTS breathability and reinforcement in the toe; the fastening of the tongue with two elastic bands that keep it in place during the race; and the reduction of the rubber in the sole that has been limited to the areas where there is real contact with the ground, reducing the weight of this part, which maintains the application of the DURABILITY technology of low abrasion to extend the life of the shoe.

The three shoe models are focused on runners with a pace above four minutes, in training sessions of 4 to 6 days and middle and long distance competitions.

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Olympic Games -

Spain cheered on Carreño’s bronze

The ‘JomaPlayer’ defeated Novak Djokovic in the match for the third and fourth place at Tokyo2020. The match went to the third set and it was there where Carreño dominated the match.

The Russian handball team wins the silver medal The ‘JomaTeam’ won the silver medal in women’s handball at the Tokyo 2020 Olympic Games. In 2020, the Russian handball federation signed an agreement where Joma provides its uniforms.

Its 16 players had an excellent Olympic championship that earned them a silver medal that tasted like gold.

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6-3 in favor of the player from Gijón in the last set to put the finishing touch to an excellent competition by Carreño. The ‘JomaPlayer’ finished with a 6-4 7-6 6-3 score winning the bronze medal for Spain.

OLYMPIC GAMES

Joma wins 47 medals in Tokyo2020 The Tokyo2020 Olympic Games meant a huge amount of exposure for Joma in terms of visibility and this is partly due to the 46 times that the brand’s technical apparel has been associated with medals.

the sum of the medals of the Spanish Olympic Committee, the Portuguese, the Armenian... and Joma managed to provide equipment for 13 committees, 11 federations, and 9 individual athletes.

The Olympic JomaTeam won a total of 47 medals, including 5 gold, 17 silver and 25 bronze. This is the result of

The photograph of the Moroccan gold medal in the 3,000-meter steeplechase went around the world.

Bakkali, sporting the Joma T-shirt of the Moroccan Athletics Federation, managed to break Kenya’s streak of nine Olympic titles.

If all these results were included in the official Tokyo2020 rankings, Joma would be ranked 17th out of the 204 participating committees.

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Tennis -

Joma continues its strong commitment in Latin America Haddad Maia is the reference JomaPlayer in women’s tennis in Brazil, holding the number 1 ranking in her country and is one of the tennis players with the best progression in the WTA so far this season. She reached as high as No. 58 in 2017 and has won eight singles and seven doubles titles on the ITF tour so far. Thiago Monteiro, born in Fortaleza, became one of the stars of Brazilian tennis by managing to climb 381 places in the ATP rankings in just one season to reach the world top 100.

Hugo Dellien is a Bolivian professional tennis player. He is considered one of the most promising Bolivian tennis players of this era. He managed to reach the No. 2 in the ITF

Junior Ranking, and today he continues to fight for a place among the best tennis players in the world.

In Argentina, Joma counts on Juan Ignacio Londero. The JomaPlayer reached the No. 50 singles ranking last season.

He won his first ATP title in February 2019 by winning the ATP 250 in Cordoba.

In the JomaTeams category, we have the Costa Rican Tennis Federation and the Bolivian Tennis Federation (FBT).

The Joma brand is their official technical sponsor for all of their competitions.

Dani Mérida gets his first professional victory one month after his 17th birthday After an outstanding week, Dani Mérida becomes the first player in the 2004 World to win an ITF pro tournament.

JomaPlayer Dani Mérida wins his first professional title in Madrid, beating D.A. Barreto, a tennis player from Juan Carlos Ferrero’s academy, in the final.

Dani started the year winning the first tournament of the world junior circuit played at the Rafa Nadal academy and finishes the year winning this important title before enjoying the Davis Cup as an official sparring partner of the players who will compete in the national team in the 2021 Davis Cup.

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TENNIS

JOMA is present at the Davis Cup Joma is present in the most prestigious international tennis competition in the world. Four of the five players of the Spanish Armada are JomaPlayers: Pablo Carreño, Marcel Granollers, Albert Ramos and Pedro Martínez - Portero who, together with Feliciano López, formed a team to defend the Davis Cup. The participation of a very young JomaPlayer, Dani Mérida, was added to the team, who accompanied the Spanish armada in their preparation and concentration prior to the tournament held in Madrid from November 25th to Sunday, December 5th.

The Italian tennis team will be fully equipped by Joma, the brand is the official technical sponsor of the Italian Tennis Federation. The transalpine team made its debut in the city of Turin against the United States and Colombia.

They advanced to the next round, but were eliminated in the quarterfinals by Croatia. Colombian Dani Galán is also a JomaPlayer and played in the group stage against the transalpine team.

3 JomaPlayers at the Masters Cup Ivan Dodig, Paul Polasek and Marcel Granollers are among the best players in the tennis world. The ATP Masters Cup took place in Torino under the name of Nitto APT Finals.

Dodig and Polasek paired up and in the first match facing Granollers, who, together with Zeballos, came from behind in a game that lasted more than two hours. The GranollersZeballos pair reached the semifinal where they lost to Frenchmen Herbert and Mahut.

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Pádel -

Joma launches its new line of padel rackets The retailer already has a new collection of paddle rackets on sale, the most complete and developed of the brand so far.

Joma continues to grow in padel. In addition to remaining the official footwear of the World Padel Tour, the brand continues to expand its collection to include other accessories such as balls, grips and specific accessories, in addition to padel rackets. In this segment, Joma already had its first collection on the market, but now is when the new collection has arrived in stores, more extensive and with better product development.

On a technical level, Joma applies cutting-edge technologies in this product, such as SPIN 3D, in order to create a mesh on the surface of the blade through 3D injected material providing control. Regarding the qualities, the brand has made an effort to use the best materials according to the player’s needs, such as EVA PRO. The new collection of padel rackets is divided into lines aimed at different technical levels, and the preferences of each player.

For those padel experts who require maximum performance from their padel racket, Joma has developed the GOLD PRO line with Textreme blades and 18K carbon coating allowing them to dominate the ball on the court.

The CHAMPIONSHIP line includes training blades that will help improve your game and give you confidence on the court.

The INTENSIVE line is aimed at those players who play regularly and have perfected their game, with blades made of 3k carbon.

Finally, the GAME line blades are aimed at beginners to combine the control, power and punch required for each stroke.

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PÁDEL

Three trophies and a large presence for Joma at the World Padel Tournament From November 15th to the 20th, Qatar hosted the World Padel Tournament organized by the International Padel Federation, of which Joma is the technical sponsor of apparel and footwear. The best players in the world came together to compete for their national teams.

Two “JomaPlayers” made it to the podium. Javi Rico won the championship trophy with the Spanish national team; Zazu Osoro won silver with Argentina, and the Italian national team winning the bronze medal. Joma providing its uniforms to the transalpine team, the women’s team clinched a trophy after beating France in the fight for third and fourth place.

Joma brings the WPT closer to its fans Joma, as official technical sponsor of the World Padel Tour has among its objectives to bring the WPT circuit and the players closer to their fans.

To do so, the brand launched a campaign on the Joma Sport PADEL profile, raffling two tickets for the Barcelona Master as well as a master class with two of the best players of the moment: Zazu Osoro and Javi Rico.

The Instagram profile of the brand registered hundreds of participations and after a drawing, we contacted the two winners for this amazing experience in Barcelona.

Joma expands its padel trajectory At the Estrella Damm Master Final 2021, Joma showcased its new padel collection to hundreds of padel experts for the 2022 season.

In addition to the apparel and footwear collections, there is a wide range of products for this booming sport: padel blades, over grips, balls, padel bags, wristbands... this way Joma will be able to provide 100% equipment to any athlete who wants to play padel.

These new products appear in a video that tells the evolution of the player in the world of padel. Comparing the

adaptation of the species in their environment with what the player has to do on the court.

This action highlights the wide positioning of Joma in the world of padel, where it is the official technical footwear of the World Padel Tour and Challenger, the official shoe and textile of the International Padel Federation and sponsor of the Italian Tennis and Padel Federation.

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Football -

Florin Nita, among the best XI of the 2022 World Cup qualifying tournament Despite their victory against Liechtenstein in the last game day of the European qualifying tournament for the 2022 World Cup, #JomaTeam Romania will not be in Qatar and will not be fighting for playoff positions. The Romanians finished third in their group with 17 points out of 10 games, where #JomaTeam player Florin Nita, caught everyone’s attention.

The 34-year-old goalkeeper, a Spartak Prague player and Romanian international, has been one of the most outstanding players of the qualifying tournament, holding Romania in several matches and keeping the #JomaTeam with options until the last game day.

His good performances have not gone unnoticed by the portals specialized in advanced statistics and sports: he has been voted the best goalkeeper of the qualifying round by the prestigious website ‘SofaScore’.

Moreover, the stats confirm it: he is the goalkeeper with the best average score (saves, clearances, balls recovered,

goals conceded, etc.) of all the national teams of the old continent, with a total of 7.34 points. Congratulations to the #JomaPlayer despite not achieving the collective goal, a success that culminates a great 2021 in which he was also chosen twice as Goalkeeper of the Week for UEFA defending the colors of his club.

Djené, a new face in the Joma squad in Spain’s Liga de Fútbol Profesional (LFP) Joma will once again have a large representation in Spain’s Liga de Fútbol Profesional (LFP), reinforcing its presence in the highest category of national football with the addition of Djené to the #JomaTeam. The Togolese center back of Getafe C.F, one of the best defenders in the competition, will wear the Propulsion cleats from this season onwards, thus becoming the fourth ‘Joma’ player in La Liga.

He shares a team with another #JomaPlayer, Allan Nyom.

The tough Azulon winger will continue sporting Joma for another season, as well as goalkeepers Edgar Badia (Elche CF, one of last year’s revelation goalkeepers) and Joel Robles, from Real Betis.

In Spain’s Second Division football league (Liga Smartbank), the #JomaTeam has up to 24 players, distributed among 15 of the 22 teams that make up the silver category of national football. Check out the complete list here: - Fernando Martínez (Almería) - Íñigo Orozco, Iker Amorrortu, Mikel Zarrabetia (Amorebieta) - Michel Zabaco (Burgos CF) - Antoñito (Cartagena) - Yoel Robles (Eibar) - Mikel Iribas, Juanma Marrero, Ivan Salvador, Adrián Dieguez (Fuenlabrada CF) - Jorge Pulido, Kevin (Huesca) - Sergio González (Leganés) - Iriome (Lugo) - Odei Onaoindia (Mirandés) - Lucas Laso (Real Oviedo) - Paris Odot (Ponferradina) - Alberto Jiménez, Carlos Ruiz, Aitor Sanz, David Hernández (Tenerife) - Joaquín Fernández (Real Valladolid) - Álvaro Ratón (Real Zaragoza).

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FOOTBALL

Joma celebrates its first Champions League derby Atalanta and Villarreal bring the Spanish brand to Joma’s first clash as the only technical sponsor in a match in the highest category of European football.

Italian team Atalanta BC and defending Europa League champions Villarreal CF played a historic match for Spanish sports. For the first time, a Spanish company, such as Joma, is the only brand with exposure in a Champion League game.

The power of the brand from Portillo de Toledo in global sports sponsorship, especially in football, has positioned Joma in a place that until now no other company in our

country had ever held. This means a recognition of the brand’s work and a worldwide visibility that other competitors do not reach.

Joma is present in all international football competitions, from FIFA World Cups, the last one with the Romanian national team, Euro Cups with Ukraine in 2021, or South American Copa Libertadores with teams such as Tigre and Bolivar.

The Propulsion cleats break all records Joma enters the Guinness World Record book with Ildefons Lima Solà.

Lima is a ‘JomaPlayer’ and has become the player who has played the longest in a FIFA national team, completing 130 appearances for Andorra.

Joma has accompanied him throughout his career winning five Andorran football leagues, two Constitution Cups and three Andorran Super Cups.

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FOOTBALL

Joma Sport, technical sponsor of Cruz Azul, presents the new official uniforms

The new home uniform is made of 100% recycled polyester.

Plastics, which are seriously damaging biodiversity, are processed into recycled polyester thread and subsequently into more than one million meters of sustainable fabric that is used to manufacture clothing for Joma’s apparel collection, including the official Cruz Azul jerseys for the 2021/2022 season. Therefore, the production cycle puts sustainability at the center of the brand’s technological innovation.

Regarding the design, light blue is the main color but combined with an embossing technique on the front, back

and sleeves of a set of 9 on the entire garment. The collar is polo style and has a rib on the lower front, giving a classic touch to the garment.

The sweaters that will go on sale will be: short sleeves for men, children and women; also incorporating as a new feature a long sleeve sweater exclusive only in Joma’s online store and Club. Only 2021 units have been produced, as a reference to the year we are in.

Motagua reaches Concacaf League semifinals The “JomaTeam” played its second leg at the National Stadium in Tegucigalpa against the UPNFM Lobos earning a place in the semifinals of the Concacaf League. The football club competition that brings together football teams from Central America, the Antilles and Canada and organized by Concacaf, the regional governing body of North America, Central America and the Caribbean.

Motagua scored 20 seconds into the match with a goal by Kevin López on an individual play. Fifteen minutes later the rival woke up and tied the game with a goal by Juan Ramon Mejia, but with this goal our warriors got up and Roberto Moreira scored another goal, thanks to a great assist by Marcelo Santos.

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It was a match where both teams left us with a beautiful game, leaving the overall score 5-2. Both games were won by the “JomaTeam”.

Source: FC Motagua

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Futsal -

Joma players top the top scorers’ podium at the Futsal World Cup in Lithuania Ferrao was the top scorer in the competition with nine goals. The Brazilian is considered to be the best player in the world, followed by Pany and Taynan with eight and six respectively.

Joma’s leading position in world futsal is indisputable. Both for its individual, team and national team sponsorships levels and for the sale of its shoes. This was demonstrated in the recent World Cup, where, in addition to providing uniforms for the Spanish national team, Joma provided shoes for more than 40 players. 22 of the 24 participating teams had Joma players.

The level of these players is at their highest moment now.

The podium of top scorers was made up of only Joma players: Ferrao, the Brazilian scored 9 goals with the Brazilian national team; the Portuguese Pany Varela, who became world champion scoring two goals in the final of his eight total; and the Kazakh Taynan in third place with six goals.

In addition, Pany, Tomás Paco and Zicky clinched the champion’s cup with the Portuguese national team.

The First RFEF Futsal is back On Friday, October 8th, “Top 5”, Joma’s official ball for the Spanish futsal competitions, was launched.

Once the Futsal World Cup was over, the national competitions begin. CA Osasuna Magna and Manzanares Quesos Hidalgo were the first to hear the starting whistle for the 21-22 season. Barça team of “JomaPlayers” Pito, Ferrao and Dyego look to defend the league title.

JomaTeam Viña Albali Valdepeñas beat tournament runner-up Levante UDFS 3-0. ElPozo Murcia could not get past a tie in a vibrant game against Real Betis Futsal that ended up 4-4. Pescados Ruben Burela FS had the same luck, 3-3 against Futbol Emoción Zaragoza and Movistar InterFS made a good debut, beating Aspil - Jumpers Rivera Navarra FS 2-0.

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Track and Field -

Joma wins in the EDP Seville Half Marathon After a year’s forced hiatus, the EDP Seville Half Marathon once again filled the streets of Seville with thousands of runners on October 17th. And in women’s category, the fastest shoe was an R.4000. Up and coming Ethiopian athlete Tiruye Mesfin Aman won it sporting Joma’s most reactive model.

The 19-year-old runner crossed the finish line with a time of 1h10.47, just 8 seconds off the course record. And, only a week after, also winning the Elche Half Marathon, with the best time of the event under her belt.

One more success for the Joma shoe, which proves to be at the same level of the great models on the market.

Antía Chamosa takes bronze at the U23 European Athletics Championships Joma’s R.4000 and R.5000 are still going strong. The brand’s competition models have become benchmarks in Spanish race walking, a discipline in which more and more athletes are wearing one of them.

One of the most promising athletes on the national scene is Antía Chamosa. The Galician athlete, with the R.4000 as her catapult, won bronze medal at the European U23 Athletics Championships, held last July in Estonia. Congratulations!

The Porto Marathon is back Porto returns with a record-breaking race. After the postponement of the 2020 race, the Porto Marathon returned with more strength, welcoming more than 8,000 participants to its streets. At the fair, Joma set up a commercial stand displaying the complete running

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collection for both footwear and apparel, including the race’s official product line. Athletes of 57 nationalities who ran along the beautiful Atlantic front once again enjoyed the biggest race in the country.

TRACK AND FIELD

The Paris 20K race resumes its editions multiplying the number of runners thanks to its online race On Sunday, October 10th, the streets of Paris once again hosted the traditional Paris 20K, the most attractive popular race in the French capital, after several postponements due to the unfortunate pandemic. In addition to the 15,000 runners in the physical race, the virtual edition also took place, making this edition the most popular one.

Joma, as a sponsor of the 20K Paris, had a strong presence through the technical T-shirts that each runner could pick up at the fair, where a 100m2 commercial stand was set up, thanks to the official race shoe.

At the trade show booth, runners were able to see the brand’s complete running collection, as well as the line of customized apparel for the 20K de Paris.

Valencia, the first major race sponsored by Joma since the start of the pandemic On the night of Saturday, September 18th, Valencia welcomed the Joma runners in the 15K Nocturna de Valencia. A race that started at 22.00 with more than 8,000 runners who enjoyed the city in a night race featuring the official Storm Viper thanks to the luminescence of its sole. They are glow in the dark.

The runner’s fair was also held at the city’s Reales Atarazanas with the Joma stand in order to have access to the brand’s technical products.

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Track and Field -

Rome Marathon fills the streets of the eternal city

The Rome Marathon was held on Sunday 19th with more than 20,000 runners running through the historic streets of the eternal city. Before the event, the runner’s fair was held at the Nando Martinelli State where all runners went to pick up their race bibs and start their experience in this

race. At the fair, Joma set up a commercial stand of 160 square meters where the complete collection of running shoes and apparel, the Storm Viper Rome Marathon shoe, as well as the official product line of the race, were exhibited.

Madrid completes the 183 km challenge In the middle of the year, Joma launched a challenge for true runners: to complete the 183 km of the Joma races in Valencia, Ibiza, Rome, Paris, Porto and Madrid.

We formed two teams, one belonging to Joma employees and the other of expert runners from outside the brand. All participants were provided with 100% Joma apparel and footwear, in fact, they had the opportunity to run with the Storm Viper special edition that the brand has designed for each race.

Madrid was the end goal for these six runners where they met in the capital of Spain on November 14th to complete the Movistar Madrid Half Marathon, which added up to the kilometers of the Run Roma Marathon, Porto Marathon, 20km of Paris, Ibiza Marathon and 15k Nocturna of Valencia, with a total of 183 km of happiness having crossed 6 cities and 4 countries.

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TRACK AND FIELD

Joma sponsored Movistar Madrid Half Marathon, celebrates its twentieth edition 17,000 people participated in this edition, starting on the Castellana Avenue and finishing the race on the Paseo de Recoletos, passing through some of the most emblematic areas of the city. In men’s category, 7 runners reached the finish line almost at the same time, and in women’s category, 5 women beat the previous year’s record.

The ProFuturo Race was also held, with 2,000 participants.

It is one of the best-known solidarity races. This year it managed to raise more than 19,000€, which will be donated to the digital education program of Fundación Telefónica and Fundación “la Caixa” to help close the educational gap in 40 different countries.

Joma, as a sponsor, had a large presence installing a stand where runners could get the technical t-shirts of the races and pick up the specially designed shoes for the occasion, in addition to getting to know the complete running collection of the brand.

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Rugby -

Toulouse Olympique makes history Toulouse Olympique XIII has officially made history by becoming the first French club to be promoted to the Super League, after beating Featherstone 34-12 in the final at

Ernest-Wallon in front of nearly 10,000 people. See you at Ernest Wallon in February 2022 for a new chapter in your history.

JOMA becomes the Iberian’s new sponsor Joma will be in charge of providing uniforms for the Iberians, a new team formed by players from 3 national clubs (VRAC Quesos Entrepinares, Rugby Aparejadores Burgos and El Salvador) to compete representing Spain as a club in the Rugby Supercup, a European professional rugby competition with 8 teams from: Belgium, Spain, Georgia, Israel, Netherlands, Portugal and Russia.

Florentia Rugby continues its work on the field, without forgetting its social commitment

Associazione Sportiva Dilettantistica Florentia Rugby was founded in 2013 as a result of the merger between Bombo Rugby, a club operating in the youth sector since 1998, and Firenze Rugby Club, a club historically linked to senior activity, founded in 2003. To this date, the first team plays in the Serie B championship, with the goal of promotion in the coming seasons.

The club’s main objective remains to be a center of good practices for young people and adults, such as health education, respect for the environment and loyalty, which together and through rugby, contribute to the development of citizens. Rugby is not only a sport, but above all a school of life.

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Joma collaborates in the club’s mission, which is to offer inclusive rugby, as well as a professional one. With inclusive rugby, we aim to give all age groups the opportunity to play the sport, regardless of their class, ethnicity, or any kind of background.

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Handball -

Joma will be present at the European Men’s Handball Championship The European Men’s Handball Championship will be held in Hungary and Slovakia between January 13th and 30th, 2022. Joma will be in charge of providing the uniforms for the national teams of Spain, Croatia, Slovenia, Poland, Russia, Ukraine and Belarus.

The warriors, reigning champions, will seek to defend their title they won in the last 2020 edition.

Women’s Handball World Cup breathes Joma From December 1st to 19th, the Women’s Handball World Championship will be held in Spain and Joma will be present in the uniforms of the teams of Spain, Croatia, Russia, Slovenia and Poland. 4 of the 32 teams that will look to become world champions.

The warriors will play at home. The Real Spanish Federation of Handball welcomes this appointment in four venues in the east of Spain: Castellón, Granollers, Liria and Torrevieja will be hosting this event.

At the end of December, we will know who takes the World Cup home.

We are handball Joma represents 11 national teams in the Women’s World Cup and the Men’s European Handball Championship.

Also collaborating in the organization of the Women’s World Cup, which is held in Spain.

It has recently launched a video showing all the muscle of the brand in this Olympic sport. In the video we can hear a series of words in handball slang: “defend even the passive ones”, “ swap”, “second wave”, “fly thread”, “second wave”... easily recognized by those who are involved in this sport.

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Marketing -

Carlos Baute and the Warriors star in the official song of the Women’s 2021 Handball World Cup The Venezuelan artist is the composer of ‘LaLaGol’, the official song of the 2021 Women’s Handball World Championship and whose video clip features the Warriors.

The official song of the World Championship features internationally renowned singer and composer Carlos Baute.

With an extensive professional career behind him, the artist has composed and performed ‘LaLaGol’, the tune that will give rhythm to a historic tournament for women’s sports.

Taking place from December 1st to 19th in Torrevieja, Granollers, Llíria and Castelló.

The JomaTeam lived an unprecedented experience during the filming, dancing and singing with one of the most influential singers of the music scene in recent years.

The good relationship forged between Carlos Baute and the Royal Spanish Handball Federation, with president Francisco Blázquez at the helm, has made the creation of ‘Lala gol’ possible becoming the artist’s latest hit, whose lyrics he composed and adapted for the occasion, getting involved in every last detail and showing his respect and involvement for women’s handball and the Spanish National Team.

T-shirt signing for fans Joma launches an international campaign in five countries where fans from Russia, Poland, Slovenia, Spain and Croatia can get their jerseys signed by their national team.

For the occasion of the Women’s Handball World Cup, Joma brings its uniforms closer to the true followers of this sport. For the whole month of December, it will be possible to get the signed JomaTeam jersey through the www.jomasport.com website.

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MARKETING

Choose your fighter Joma launches an international campaign on social media to show its strength in women’s handball World Cup. Asking its fans around the world to “choose their warriors” to support throughout the championship.

To do so, it has published visuals of the five “JomaTeams” that are playing in this World Cup: Spain, Croatia, Poland, Slovenia and Russia.

Joma renews its presence in Malaga Taking advantage of the brand’s sponsorship with Unicaja Baloncesto. Joma raffled four tickets for one of the most exciting games of Spain’s basketball Endesa League. Fans on social networks of @jomasport had the opportunity to watch the Unicaja Baloncesto – Barça game, which ended up in a 73 - 75 for the Catalans.

In addition to this activation, Joma has renewed the image of the club’s stores in the Andalusian city. Giving the “Perita Edition” new t-shirt, a creative and prominent look, a t-shirt where we find three characteristic elements of the Costa del Sol: fishing, the biznaga local plant and the espetos, traditional grilled sardines.

Expanding our followers in Mexico

Joma and thousands of fans in Mexico have something in common: their passion for Cruz Azul. For this reason, the brand wanted to raffle tickets among La Máquina fans.

The event took place on Joma’s website and was distributed through Joma Sport and Cruz Azul’s social media accounts. The publications reached more than 350,000 people organically. In addition, we managed to expand our database in the American country and thus gaining new fans for the brand.

Celebrating the Day of the Dead in Mexico Joma continues to get closer to the Mexican public, proof of this was the creation of a new theme for the Day of the Dead. Mexico has this date marked on the calendar to pay their respect to the dead in a joyful way. The brand, in tune with them, adapted the aesthetics of its communication channels in the country for the occasion of this celebration.

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MARKETING

Craze in social networks for Carreño Joma wanted to share the bronze medal of tennis player Pablo Carreño with its fans on social networks and for this occasion, Joma created several actions on Twitter, Facebook and Instagram for each match that the “JomaPlayer” played.

The encouragement traveled through the internet all the way to Tokyo, and with each victory from the Gijón player, and with each right answer from Joma fans in social networks, an Olympic prize was eventually awarded.

Joma even raffled the signed shirt with which Carreño won the bronze for the Spanish delegation among all those who correctly answered the following question: how many years has Carreño been linked to Joma? The tennis player himself gave the answer on his social media accounts. He has been on the courts with Joma for 11 years.

More than 100,000 impressions organically support the craze for the “JomaPlayer”.

García Bragado receives tribute from the sports world The athlete who has competed in the most amount of Olympic Games in history received the tribute of institutions, sponsors and family members in recognition of an unparalleled professional career.

When Jesús Ángel García Bragado completed the 50km walk at the Tokyo Olympic Games, he closed his professional career and his eighth participation in the Olympics becoming an Olympic legend, as no athlete in the history of sport can boast of having reached that figure.

Going down in history deserved a recognition that took place at the headquarters of the Spanish Olympic Committee, where sports institutions such as the Royal Spanish Athletics Federation and the COE itself participated in, Joma, the athlete’s sponsoring brand, family, like his wife

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Montse or friends who have influenced his career and other athletes like Ruth Beitia.

In this surprise tribute, Chuso, very excited, collected the fruits of his 40-year or more career span. He made his debut in the Games in Barcelona 92 and since then he has not missed a single one: Atlanta, Sydney, Athens, Beijing, London, Rio de Janeiro, and finally Tokyo.

Sports brand Joma has been the main promoter of this tribute. García-Bragado and Joma have been united at various stages during the Spanish walker’s career, in fact, his shoes are part of the brand’s museum along with those of other sports historians such as footballer Alfonso Pérez.

Chuso ran the last race of his professional career in Joma’s R.5000 shoes.

MARKETING

POSITIVE LIFE At Joma, it is clear to us that a company must give back to society what it receives from it. That is why we maintain a strong social commitment in different areas of action, with the aim of contributing to the welfare of people in the present and in the future. In this line, Joma is creating a Strategic Plan of Social Commitment called JOMA POSITIVE LIFE. This plan aims to achieve a more positive future, overcoming the current negative perspectives and attitudes, in the main areas that today suffer from degradation for different reasons and where a sports brand can contribute to.

How will this be done? By creating a positive movement based on a “Theory of sports positivity.” This theory is based on the causal hypothesis that the practice of sport releases endorphins, “the molecules of happiness” generated in the brain, which, when released, produce a well-being and therefore happiness.

SUSTAINABILITY FRAMEWORK Within the Strategic Plan, Joma has developed a Sustainability Framework, to comply with the “green” axis, which will be developed based on the Four Sustainable Pillars: 1. Materials: recycled polyester/packaging no plastic/ biodegradable polybags.

2. Production process - organic cotton.

3. Sustainable mobility - electric car fleet.

4. Responsible consumption - long-lasting light bulbs/ carbon footprint certification.

WPT SLAM sold out

NO PLASTIC Our work will be aimed at eliminating plastic from production.

Regarding quantitative objectives: - Eliminate plastic from our productions, replacing it with sustainable materials.

- To replace the polluting plastic in our packaging with cardboard, progressively increasing the percentage of recycled cardboard or biodegradable polybags.

- To certify the sustainability of our production processes.

- By 2030, 100% of Joma’s textile production will be made with sustainable fabrics.

- By 2030, the use of sustainable materials will be the basis of our footwear production.

Actions In short, and in order to make the JOMA POSITIVE LIFE movement a reality, the brand will carry out the following actions: - Creation of an identity collection. All product graphics will use this identity.

- Creation of the collection on our website.

- Inclusion of the Joma Positive Life logo on all products.

- Inclusion of the text in the long description of the informative tag.

- Communication of the launching of the collection. Using the concept and not just for a specific product.

- Scheduled publications of the different products. Using graphics with the identity of the collection.

The SLAM World Padel Tour model was available and in stock on Joma’s website for just a couple of weeks. The brand had previously devised a campaign to get leads, the goal was that real padel fans would get to know firsthand when they could buy their shoes.

Top players such as Javi Rico, Juani Mieres and Zazu Osoro did a review of the shoe that was published on their social media profiles and in the one that Joma specifically created for the world of padel.

As for the launch of the shoe, Joma notified to all those registered, via email, and sales started coming in, in just a few weeks we had to communicate that everything was sold out and only a few pairs were left in the Joma stand of the official circuit of World Padel Tour. This shows the growing interest of the public in a sport on the rise such as padel.

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Innovation -

Joma installs a robotic shoe warehouse The new storage system has a capacity for 100,000 pairs.

Joma continues to reinforce investment in its logistics center in Portillo de Toledo in order to fulfill its commitment to its customers in order to speed up its service. The latest addition is a robotic warehouse capable of handling up to 100,000 pairs of footwear.

This new structure revolves around four robotic arms distributed in two lines that cover 3200 and 2900 individual holes respectively in each line. The capacity of each shaft multiplies the number of pairs of shoes that supply this warehouse. A total of up to 100,000 pairs, depending on the cubic capacity of each box and depending on the size.

This new element is connected to the textile storage and pick-up systems via overhead conveyor belts that run for more than 600 meters throughout the facility. The workflow links the footwear merchandise from this warehouse to the clothing and accessories merchandise, arriving from other systems in an overhead structure that unifies orders preparing them for dispatch.

The logistics center is in the process of assembling another new textile warehouse and expanding the silk-screen printing area.

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Interview -

Interview with Beatriz Sánchez 1. Normally you conduct interviews for this area, but today it’s your turn to answer now. How many years have you been linked to Joma?

I arrived in April 2007, more than fourteen years ago. I graduated in Advertising at the Complutense University of Madrid less than a year before, but already had experience both in advertising agencies and with clients.

Joma was a great opportunity.

2. Marketing is one of the most crossfunctional and multidisciplinary departments at Joma, could you briefly summarize or list your tasks?

I wouldn’t know how to list them. Marketing is a “tailor’s box” from which an event, a store, a catalog, a photo, a website, an interview, a visit... can arise, and that’s how multidisciplinary my tasks are. In a nutshell, I support each of these areas of the department, with a special focus on communication, product management and now retail, and a new e-commerce project.

The “Color in Football” campaign is undoubtedly the one that has had the greatest influence on the market.

3. And what is the task you are most passionate about?

360º communication. Although day-today life doesn’t allow us to develop this task as we should, I really enjoy taking a product or a sport, and creating a strategy of actions around it. For example, now with the company’s commitment to padel, we are working on different online and offline actions.

4. One of the sectors that has evolved the most since your arrival is online marketing and communication. What was it like back then?

In 2007, the department was basically sponsorship, led by Jesús Martínez, and some advertising agreements. There was no online communication, social networks and some newsletters were handled by Marco García, from the IT department. Therefore, Marina López, today’s marketing director, and I expanded our functions with the help of Jesús. I remember that one of the first

days we went to the warehouse, took a lot of shoeboxes, spread out all the hangtags, labels, brochures... that came inside and said “and now how do we organize this?”.

us about a case in Joma in which you consider that a campaign has had a notable influence on the sale or image of a product?

5. On a personal note, are you a social media/online marketer or do you think that traditional marketing cannot be absorbed by the new forms of communication?

The “Color in football” campaign is undoubtedly the one that has had the greatest influence on the market. Creating the need for a product that does not exist in the market is very difficult and Joma succeeded. On a personal level, we have developed campaigns that I am sure have contributed to brand building in a segment.

In Joma’s marketing department, we have the advantage that what we sell is a good product, but we squeeze our resources to support the product with brand image.

For example, the recent campaign to launch the R.5000 shoe was a success in terms of communication, as the technical websites highlighted Joma’s evolution in high-end running.

In my opinion, traditional marketing has already been engulfed by online marketing, but it will not die because as long as consumers live in a physical environment they will continue to receive advertising impacts from traditional marketing. The pace of transformation of online marketing means that traditional marketing will have to regain strength to keep up with the times.

6. What is the most complex campaign you have faced?

I would highlight two milestones: the first presentation of Fiorentina’s official uniform.

We have never lacked creativity and at that time it was do or die. Together with our Italian colleagues, we even had to fight with the Italian government to be able to project a mapping of Michelangelo’s David, which we passed with excellence; and the most complex action was undoubtedly the ceremony to celebrate the company’s 50th anniversary. We set ourselves a huge challenge: we even brought out a book!

Nevertheless, it was also the most satisfying moment of my career at Joma.

7. Some people minimize the impact of marketing on society. Could you tell

8. Finally, despite your young age, you are one of the people with the most experience within Joma, what advice would you give to the young people who are reading you now?

To be proactive. Joma is a company in the process of growth and still has many opportunities, in any area. But it’s not good to stand still, you have to be looking for new ventures, new ways of doing things, investigate how other companies are moving... To my new colleagues who join the department I always tell them in their first days: “in marketing we generate our own work,” and although there are more strict departments in this sense, it can be applied to any area.

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