Magazine 6 - ENG by JOMA SPORT

ENTRENA TU LIBERTAD

MAGAZINE NÚMERO 6 / 2019

Spain’s leading national sports company In 1965, when I founded Joma, I was committed to putting all my energy, time and love into the company, and 50 years later that is still exactly what we do.

Another added value can be found in Joma’s logistics, which this year, thanks to a large investment in robotics, has managed to deliver 87% of orders before the expected date and reduce the margin of error to 1%.

“When someone, in this case you, does their work well and the rest VM \Z ILULÄ[ MYVT P[ 0 [OPUR P[ PZ fair and supportive to recognise that work. Therefore I would like to thank all of you because you have given me the opportunity to continue to do one of the things I am passionate about.

For Joma, the image of an athlete has always been its best representative, this is why it dresses 8 international Olympic Committees; national squads and teams from various sports, including rugby, handball, volleyball and basketball: more than 300 professional teams, some of them in the biggest football leagues; the champions of the Spanish and Brazilian indoor football leagues and thousands of professional athletes, who put their faith in us year after year.

In 2018 the company grew exponentially thanks to design, the favourable quality/price ratio, our wide range of products and logistics, all of which has helped us to have TVYL ZH[PZÄLK J\Z[VTLYZ every day.

Today the company comprises nine subsidiaries, the main ones being in Italy, the USA, the UK, Germany, Brazil and China, and market presence in more than 110 countries.

J ma Jo ma se en encuen cu uen entr tra tr e el to en op ten te en de lass co la omp pañ añía ías de ía ías e depo de po ort rte e co on má máss éx xit ito d ito de el mu mund ndo. o.. o Joma Jo ma a it iiss witithi h n th hi the he top to op tte en sp spor orrt o comp co pan nie es wi w th h mo ore e suc ucce cess ce sss.

SUMMARY

A delegation from the Chinese region of Zhejiang visits Joma. 5 Success for the Joma stand at the Athens Marathon. 7 Joma is getting ready for Tokyo 2020. 8 Inter Movistar has won their 13th Spanish Super Cup. 10

The runners of Torino, Porto and Verona, dressed by Joma. 14

The new Teamwear 2019 catalogue is available in stores. 16

Joma and The Sneaker One join forces to launch an exclusive trainer. 18

Brilliant women for Joma Swarovski. 24

Joma and womenâ&#x20AC;&#x2122;s rugby, together against male violence. 25

Logistical advances for sorting goods. 34

COMPANY

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,569 JLY[PÄJH[PVU PZ [OL YLZ\S[ VM TVYL [OHU `LHYZ VM OHYK ^VYR I` -Y\J[\VZV 3}WLa 1VTH :WVY[»Z MV\UKLY HUK P[Z J\YYLU[ JOHPYTHU HUK OPZ MHTPS` ;OL JLY[PÄJH[PVU YLPUMVYJLZ [OL JVTWHU`»Z JVTTP[TLU[ [V turning management into one of the keys of their competitiveness, together with the investment in R&D&I, KLZPNU HUK [OL L_JLSSLU[ X\HSP[` WYPJL YH[PV VM [OLPY WYVK\J[Z HUK ÅL_PIPSP[` PU ZLY]PJL 1VTH :WVY[»Z *,6 1VZt 4HU\LS 3}WLa YLJLP]LK [OL HJJYLKP[H[PVU JLY[PÄJH[L MYVT (U[VUPV *VU[YLYHZ (,569»Z *,6 PU Castille-La Mancha, during an event that took place in the central headquarters of the company in Portillo de Toledo. (TVUN [OL ILULÄ[Z VM [OPZ JLY[PÄJH[PVU P[ ZOV\SK IL UV[LK [OH[ P[ HPTZ [V PTWYV]L WYVJLLKPUNZ HUK YLTV]L ‘non-quality’ costs (including direct monetary costs). It brings a greater involvement from professionals, as it ensures thoroughness and sustainability during the process, and implies a greater conviction when raising awareness among the members of an organisation concerning commitment to quality.

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oma, as a leading sports brand in Spain, wants to contribute to the balance between work and sports. Therefore, the company has set a gym in their central headquarters for their employees and proposed a challenge for its opening: practising sports for a good cause. How? By turning all the kilometres that every employee made up to the end of the year into Euro that they donated to the Spanish Heart Foundation to launch more campaigns to prevent cardiovascular diseases and support cardiovascular research.

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COMPANY

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he president of the Council of Toledo, Álvaro Gutiérrez, held a meeting in November with the directors of Toledo company Joma and its subsidiary in Shaoxing, a city in the People’s Republic of China, where the company’s expansion in the Asian country was discussed. During their time in Toledo, the directors of Joma’s Chinese subsidiary visited the facilities at the sports goods parent company, located in Portillo de Toledo.

Representatives from the Chinese delegation, Álvaro Gutiérrez and José 4HU\LS 3}WLa

Likewise, the institution has valued the importance for the provincial and national economy of the growth of a company that has been increasing its sales volumes since its establishment, in 1965, dedicated to the manufacturing and marketing of sports footwear and textiles and specialising in technical products for football, athletics, indoor football and tennis. The president of the Council of Toledo told the representatives of the Chinese subsidiary about Joma’s importance to the local economy and growth and he thanked them for facilitating its establishment in the Asian country, which recognises it as a “leading international sports goods” company.

Visit to Toledo’s institutional buildings.

In turn, the general director of Joma, José 4HU\LS 3}WLa ZWVRL [V [OL KPYLJ[VYZ HUK *OPULZL VɉJPHSZ HIV\[ [OL PTWVY[HUJL to the company of entering “such an interesting market”, as it is a “family company that has managed to grow while championing hard work, team work, tenacity and competitiveness, the very values found in sport, and the true value of the sales of its products”. Gutiérrez commented on “Joma’s international expansion into more than JV\U[YPLZ VU HSS Ä]L JVU[PULU[Z H company founded and based in Toledo, it is an example of entrepreneurship and a drive for progress, development and job creation, as Joma’s premises in Portillo are more than 65,000 metres squared with more than 200 employees”.

Visit to the facilities at Joma’s headquarters.

FAIRS AND EVENTS SISL Casablanca hosts Joma for [OL ÄYZ[ [PTL ;OL :HSVU K\ :WVY[ L[ KLZ 3VPZPYZ MHPY [VVR WSHJL MYVT [V :LW[LTILY The event is dedicated to the sports and leisure sector, and all the sectors were present, including sports goods brands like Joma and other equipment brands. 1VTH WHY[PJPWH[LK [VNL[OLY ^P[O P[Z VɉJPHS KPZ[YPI\[VY PU VYKLY [V THRL JVU[HJ[Z ^P[O UL^ JSPLU[Z PU HU HYLH [OH[ OHZ great potential for the brand. The Spanish company has operated on the Moroccan market for more than twenty years and in recent years it has strengthened its image there by sponsoring the national athletics squad and the Olympic Committee.

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Joma strengthens its image at the MODA NEC fair Birmingham pulled out all the stops on 5, 6 and 7 August to host the MODA fair, which specialises in footwear. Joma had the privilege of being one of the brands exhibiting its latest products for football and tennis, among others. MODA is the most important fashion fair in the UK and they hold two events every year, in February and August. Joma exhibited its new products for the Spring/Summer 2019 and took advantage of the occasion to grow the brand both in Britain, and beyond, given the prestige of the event, increasing last year’s sales and receiving the attention of the Scottish, English and Welsh public.

FAIRS AND EVENTS

WORLD PADEL TOUR :HSLZ Z\JJLZZ H[ [OL 4HZ[LY -PUHS >VYSK 7HKLS ;V\Y The Master Final is an event that brings together the best padel players in Spain, and which is also attended by all the padel brands. Joma is among them, and in recent years it has consolidated its products in this sector, particularly footwear. Joma was present on the courts through the players it sponsors, such as Juan Mieres, Restivo, Stupazuck and Patty Llaguno and in the village, where sales at its stand were extremely successful.

4VYL [OHU Y\UULYZ OHK [OL JOHUJL [V ZLL 1VTHÂťZ Y\UUPUN WYVK\J[Z H[ [OL Y\UUPUN MHPY The Athens marathon is known as the true marathon because the 42 kilometre race has its origins in the classical age. For this reason it is one of the best-attended long-distance races in the world. In its 36th edition there were more than 60,000 people, and they all had the

opportunity to discover Jomaâ&#x20AC;&#x2122;s running products at the stand the brand set up in ERGO Marathon Sport, the fair before the race where participants were able to feast on all things running.

OLYMPIC MOVEMENT

Joma is getting ready for Tokyo 2020

Jordan Olympic Committee

New Olympic Committees join Joma 0U YLJLU[ TVU[OZ TVYL 6S`TWPJ *VTTP[[LLZ OH]L YLHJOLK KPɈLYLU[ HNYLLTLU[Z with Joma to wear the brand in the next Tokyo 2020 Olympics. If 10% of the people that stayed at the Olympic village in Rio de Janeiro in 2016 wore Joma, the forecast for the next games is very positive. In this Olympic cycle which precedes the Tokyo Games, Joma has increased its JVTTP[TLU[ [V [OL 6S`TWPJ TV]LTLU[ IL`VUK ZWVUZVYPUN KPɈLYLU[ *VTTP[[LLZ

OLYMPIC MOVEMENT

Noteworthy additions include the incorporation of two Caribbean Committees, the Dominican Republic and Guatemala, who already participated in the Central American and Caribbean Games with Joma uniforms in July. Guatemala normally has one of the largest delegations from the region at the Olympic Games. In addition, in recent weeks the Committee of Jordan has also come on board.

Olympic Committee of the Dominican Republic

Guatemalan Olympic Committee

XVIII Mediterranean Games Tarragona 2018 In June, the city of Tarragona held the multi-sport event with the participation of 26 countries bordering the Mediterranean Sea coming from three continents: Europe, Africa and Asia. These Mediterranean Games achieved a record participation in history, with a total of 3622 sportspeople. As a partner, Joma was responsible for dressing the 4000 volunteers and members of the organisation.

The Youth Olympic Games gather minor athletes from all over the world. They are known as the lead-up to the main Olympic Games. Joma was responsible for providing the uniforms for [OL VYNHUPZH[PVU Z[HÉ&#x2C6; ]VS\U[LLYZ HUK VÉ&#x2030;JPHS JVHJOLZ during the event. They also provided uniforms for the runners who carried the Olympic torch during the relay of the youth Olympic torch in August and September 2018.

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The Buenos Aires Youth Olympic Games were the showcase with the highest visibility for the brand in Argentina, a market where Joma has already been present for years.

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Inter Movistar has won their 13th Spanish Super Cup ;OL ILZ[ [LHT PU [OL ^VYSK RLLWZ VU ^PUUPUN [P[SLZ 4V]PZ[HY 0U[LY ^VU [OLPY [OPY[LLU[O :WHUPZO :\WLY *\W HM[LY KLMLH[PUN [OL (UKHS\ZPHU [LHT 1HtU 7HYHxZV in September. After a tough match and a long extra time, the game ended as a draw and the title had to be decided by penalty shootout. Movistar Inter is the Spanish team holding the record for the number of times they have lifted the trophy. Besides, this 2018 title is the second they achieve in a row, since they also won it in 2017.

SPORTS FUTSAL

Acqua & Sapone’s historic treble ;OL 0[HSPHU M\[ZHS [LHT OHZ JVTWSL[LK H OPZ[VYPJ ZLHZVU

Acqua & Sapone has won the three Italian futsal titles this year: League, Cup and Super Cup. Sponsored by Joma for years, the club has achieved titles year after year until attaining the perfect record in 2018.

Ali Asghar, named the best futsal player in Asia ;OL WSH`LY ZWVUZVYLK I` 1VTH OHZ YLJLP]LK [OPZ H^HYK MVY [OL MV\Y[O `LHY PU H YV^ The Asian Football Confederation held in December the annual football and futsal awards 2018. For the fourth consecutive year, the Iranian Ali Asghar, sponsored by Joma, was recognised as the best futsal player. Thus, Asghar remains among the best futsal players in the world, along with others who HSZV ^LHY 1VTH Z\JO HZ 4PN\LSxU

After winning the League and Cup titles, they conquered [OL :\WLY *\W I` KLMLH[PUN [OL 5HWVSP PU [OL ÄUHS

SPORTS

FOOBALL

Joma’s double at the Romanian :\WLY *\W ÄUHS

Puerto Rico’s national football team will wear Joma

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A new football federation joins the group of national teams dressed by Joma, along with Ukraine, Romania, Honduras, Bulgaria and Cuba. Puerto Rico is a country where the love of football is on the rise, and Joma wants to encourage its development by making the uniforms of all categories.

The Spanish brand is in a great position within Romanian football. Apart from dressing the national team, which inaugurated the UEFA European Championship in France, Joma sponsors the two mains clubs in the JV\U[Y` *9- *S\Q HUK *:< *YHPV]H )V[O WSH`LK [OL ÄUHS of the national Sur Cup, where Club won by 0-1.

TENNIS

VOLLEY

The tennis player Ivan Dodig wins Skra Belchatow and Lube Civitanova, the best representation in the the Davis Cup Volleyball World Championship

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Croatia has won the last edition of the Davis Cup, the The volleyball club world championship was celebrated tournament for national tennis teams. The team includes on the last weekend of November, where Joma had Ivan Dodig, Joma’s ambassador, who has attained his two representatives among the eight participants, ÄYZ[ ZHSHK IV^S KLZWP[L OPZ KLMLH[ PU [OL KV\ISLZ TH[JO Skra Belchatow from Poland and Lube Civitanova, the runner-up of the championship. Finally, the Italian team won the silver medal for the second year in a row.

ATHLETICS

Oporto

The runners of Torino, Porto and Verona, dressed by Joma ;OL THYH[OVUZ VM [OLZL [OYLL ,\YVWLHU JP[PLZ OH]L ILLU [OL SH[LZ[ THQVY YHJLZ ZWVUZVYLK I` 1VTH Joma continues to grow in the technical sportswear and footwear sector. Our products are being given greater recognition, meaning that more and more organisations of important races rely on our brand for their technical shirt. The latest major events of 2018 were the Porto marathons, and the half marathon and the marathon of Torino and Verona. A total of 30,000 runners have tried Jomaâ&#x20AC;&#x2122;s technical apparel.

Verona

SPORTS

Successful participation in the World Masters Athletics Championships Oporto

1VTH ^HZ [OL VɉJPHS ZWVUZVY VM HU L]LU[ ^OPJO NH[OLYZ [OL ILZ[ ZLUPVY H[OSL[LZ PU [OL ^VYSK 8200 athletes, including some aged 102, were the main stars of one of the most singular happenings in the athletic calenda r. This recordbreaking event, which was held in September, has broken all the moulds compared with the last decade not only in terms of the number of participants, but also in terms of the number of Spanish representatives, ^P[O WLYZVUZ KYLZZLK I` 1VTH HZ [OL VɉJPHS ZWVUZVY VM [OL Spanish Athletics Federation. The Spanish achieved an unprecedented success, as they were second in the championship, with 203 medals, beating by far the former record, which was 136 medals.

Various podiums and national teams in the European Athletics Championships ;OL ,\YVWLHU ([OSL[PJZ *OHTWPVUZOPWZ ^LYL OLSK PU )LYSPU MYVT [V (\N\Z[ ^P[O H SHYNL U\TILY VM H[OSL[LZ YLWYLZLU[PUN 1VTH The main athletic competition of the continent brought together the ILZ[ ,\YVWLHUZ H[OSL[LZ PU H OHWWLUPUN ^OLYL 1VTH YH[PÄLK [OLPY YPZL in professional running. The brand dressed multiple national teams including Spain, Belarus, Slovenia and Lithuania, which all together won 17 medals. Spain attained a total of 10 metals: two gold medals, three ZPS]LY TLKHSZ HUK Ä]L IYVUaL TLKHSZ PU KPɈLYLU[ JH[LNVYPLZ YHURPUN ninth in the top ten of the medal table. Lithuania won 7 medals and Belarus 9.

Torino

PRODUCT The new Teamwear 2019 catalogue is available in stores 1VTH OHZ L_WHUKLK [OL WYVK\J[ SPULZ PUJS\KLK PU [OL HUU\HS [L_[PSL JH[HSVN\L Joma’s clients have been presented with the new textile features for 2019 through our teamwear catalogue, which is now available in stores. It is a far-reaching tool which shows Joma’s strength in the technical fabrics sector, OV^ ^L OH]L KP]LYZPÄLK V\Y WYVK\J[Z MVY T\S[PWSL ZWVY[Z HUK HYL HISL [V KYLZZ HU` NYV\W V\[ZPKL [OL WSH`PUN ÄLSK The new catalogue is divided into three sections: technical products, teamwear lines and, last but not least, accessories. ;OL ZWLJPÄJ SPULZ [V WYHJ[PZL ZWVY[Z PUJS\KL [OL SH[LZ[ technology in the sector, such as the breathable

Micromesh System or the Flatlock seams, for sportspeople to feel comfortable. In recent years, at 1VTH ^L OH]L KP]LYZPÄLK V\Y WYVK\J[Z MVY KPɈLYLU[ sports such as football, running, rugby, handball, volleyball, triathlon, racquet or water sports. Thanks to this strategy, Joma continues to lead the sales of sportswear in Spain for the tenth year in a row, making its way into the world’s top ten. Joma has strengthened the teamwear range, for all NYV\WZ [V ÄUK [OL \UPMVYT [OH[ Z\P[Z [OLPY PKLU[P[` 1VTH has incorporated new lines such as Champion IV or Crew II.

Joma and The Sneaker One join forces to launch an exclusive trainer ;OL :ULHRLY 6UL PZ VUL VM [OL IPNNLZ[ [YHPULY Z[VYLZ PU :WHPU -V\UKLK PU (YHNVU P[ OHZ ILJVTL H ZLJ[VY SLHKLY Joma and shoe shop The Sneaker One have joined forces to launch the exclusive RS Cross “Enology” model, created with input from both companies.

Breathing new life into a model that is more than 30 years old is not easy, but the model’s original design and shape have been maintained as far as possible. The best materials have been used to convert a classic, retro running shoe into a premium trainer.

PRODUCT

Joma brings together the quality of its footwear and the resistance of the brand Michelin. The brands are launching Táctico, the indoor football trainer whose sole is made with the same rubber as the French brand’s tyres used in Formula 1. This means that Táctico provides maximum grip on the pitch and it also has a circle on the sole to ease turning and prevent injuries. Another of the qualities that Michelin contributes to the Táctico trainer is the sole’s wear resistance, which extends the trainer’s useful life.

New showrooms at the Portillo headquarters 4VYL [OHU JSPLU[Z ]PZP[LK 1VTH»Z OLHKX\HY[LYZ PU 5V]LTILY HUK +LJLTILY More than 600 international clients and agents were HISL [V NL[ H ÄYZ[ OHUK ]PL^ VM [OL ;LHT^LHY collection and the Fall Winter 2019 footwear samples. ;OL` ^LYL [OL ÄYZ[ VULZ [V ZLL [OL UL^ PTHNL VM 1VTH»Z showrooms at Joma’s headquarters. These new spaces have been arranged as three stores to KPɈLYLU[PH[L L]LY` SPUL -PYZ[ VM HSS [OL MHZOPVU ZWVY[ SPUL with fabrics, patterns and products that follow the trends in street casual fashion, perfect for gym sports and for your free time. Second, the teamwear and technical footwear, as a preview of the new collections. The teamwear collection is focused on team and individual sports. This space features an area where you can see each item of the catalogue to place orders on the go. This system is being implemented at Joma’s brand stores. -PUHSS` [OL SHZ[ ZOV^YVVT WYLZLU[Z [OL VɉJPHS YLWSPJH kits of the teams sponsored by Joma. This space shows Joma’s ability to customise the clubs’ own stores. In addition to the new collections, these spaces introduce the new visual communication style of the brand, based on the concept ‘Train your freedom’.

PRODUCT

MARKET STUDIES +WV[]T\IVKa ÅZU[ vouch for Joma’s position in international football Several studies were published in 2018 on the presence of sports brands in the world’s main football competitions. The results show Joma’s position in a sport where the sponsorship of professional teams and national squads is a vital investment for brands images. The sports sector, and the football sector in particular, is one of the most competitive and the one where IYHUKZ OH]L [OL NYLH[LZ[ PUÅ\LUJL ;OLYL HYL O\UKYLKZ of manufacturers of technical fabrics, but only a few of them have the capacity to access the teams in the main leagues around the world. Among them is Joma, which in recent years has increased its presence to place itself among the top ten in the world. =HYPV\Z Z[\KPLZ JVUÄYT [OPZ WVZP[PVU

SPAIN

ITALY

In Spain the brand provides the kit for three teams: Getafe has worked with Joma for more than ten years, CD Leganés, which has enjoyed the most successful period in its history in recent years, and Villarreal CF, a regular in the European competitions.

Joma has been present in Italian football for several years. It sponsors several teams such as ACF Fiorentina and Spezia Calcio. In the 2018-2019 season it dresses the same number of teams as Nike, thanks to UC Sampdoria and Atalanta FC.

22 14

RUSSIA

FRANCE

In the Russian league, Joma occupies second position with FC UFA, FC Rostov and Ural, level with Adidas.

Joma arrived in the French league three years ago with its sponsorship of Toulouse FC and since then it has been in competition with twelve brands.

MARKETING Brilliant women for Joma Swarovski Patricia Herrera, an elite athlete; Casilda Sánchez Varela, a writer, scriptwriter and journalist recognised with the Goya Award for the Best Documentary; Concha Monje, a robotics engineer, co-director of the European project RoboCom++ and director of the Spanish project HumaSoft; Cristina Aranda, a PhD in linguistics and co-founder of Mujeres Tech; Luz Rello, a social researcher and founder of Change Dyslexia; Clara Grima, a mathematician and chairwoman of the dissemination committee of the Royal Spanish Mathematical Society; and Clara Lago, the star of [OL IPNNLZ[ ISVJRI\Z[LY ÄST PU :WHPU HUK 1VTH»Z HTIHZZHKVY

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These seven women have sparkled and will continue to shine in their professional and personal career. ;OLZL ZL]LU ^VTLU OH]L THKL H KPɈLYLUJL PU [OLPY sectors. They are unprecedented in sports, cinema or research. All of them, captained by Clara Lago, supported the launch of the new Joma Swarovski sneakers, designed as a tribute to them in essence and form, featuring the crystals of the renowned Austrian brand.

MARKETING

Joma and women’s rugby, together against male violence Joma and the Spanish Women’s Rugby Team have launched their second campaign together. ;OL UL^ JHTWHPNU ^P[O [OL ZSVNHU º;OL VUS` Q\Z[PÄJH[PVU for a bruise is chasing your dreams’, was a spot made on the occasion of the Rugby World Cup Sevens Women’s Tournament. Some of the players showed the bruises they have as a result of their sporting accomplishments, such as the Olympic diploma in Rio de Janeiro 2016. With this campaign, the Toledo company and the ‘Lionesses’ want to raise awareness of women’s struggle against abuse, ^OLYL IY\PZLZ JHUUV[ IL Q\Z[PÄLK ;OL ZWV[ PZ HSZV HPTLK at dissociating women in sports from the traditional beauty standards and highlighting that they break their necks to achieve their dreams.

Two great teams will join Joma in 2019 9:* (UKLYSLJO[ MYVT )LSNP\T HUK *Y\a (a\S MYVT 4L_PJV ^PSS QVPU 1VTH UL_[ `LHY The 2019-2020 football season will bring great news for the world of Joma’s sponsorship. So far, Joma has reached an agreement with the clubs RSC Anderlecht and Cruz Azul. RSC Anderlecht is the most renowned Belgian football club in Europe. As the club is a classic in international competitions, it will be a great international showcase for Joma. It is the club with the most national awards (57) and the Belgian team with the best European list of achievements (5 tournaments, including two UEFA Cup Winners’ Cups and 1 UEFA Cup). Thanks to the agreement with RSC Anderlecht, Joma will dress two teams of the Belgian league at the same time, as it currently sponsors KV Ooestende. As a result, Joma becomes one of the brands with most widely represented in the sponsorship of professional football teams in Belgium. Joma had already sponsored another major team in Belgium, Standar de Liege. In Mexico, Joma returns to the top-tier football leagues with the best team in the country at the moment. Deportivo Cruz Azul will be dressed by Joma beginning in January at the Clausura tournament, after completing a great 2018 season. Cruz Azul has won 8 First-Division tournaments and has been the runner-up for 10 times. It has also won the MX Cup 4 times. At an international level, they have won six CONCACAF Champion Leagues and have been a runner-up once at the Copa Libertadores.

COMMUNICATION Joma expands its media plan to Europe

In order to gain position and increase awareness of the brand, Joma will appear in the biggest international magazines through a media plan that includes physical and digital formats. ;OL JHTWHPNU RPJRZ VɈ PU 1\UL HUK ^PSS JVU[PU\L until December, with colour pages in lifestyle magazines such as Men’s Health and Women’s Health and specialised sports publications such as Running, FourFourTwo, Runner’s World, 11 Freunde and Correre in Italy, the UK, Germany and France, among others.

SOCIAL MEDIA

Joma bolsters its international communications Social Media is currently the main communications channel for a brand, which is why Joma has begun to revitalise its platforms in some of the European countries that have been PKLU[PĂ&#x201E;LK HZ Z[YH[LNPJ MVY

Jomaâ&#x20AC;&#x2122;s medium and long-term communication strategy considers the years 2019 and 2020 to be of particular importance in the area of sponsorships, therefore the marketing department is working on various tactics. While 2020 will be important because of the Olympic Games in Tokyo, where Joma will sponsor various Committees, in 2019 the sponsorship of several big football teams will be announced.

SOCIAL MEDIA #ExerciseYourFreedom

Jomaâ&#x20AC;&#x2122;s investment in sponsorship will be in parallel with an investment in communication, both online and in the real world in Belgium, where one of the countryâ&#x20AC;&#x2122;s biggest football teams, Anderlecht, will be wearing Joma starting in the 2019-2020 season; Poland, in volleyball with the sponsorship of legendary team Skra; Portugal, with a mind to support the Olympic and Paralympic Committees at the Tokyo Games; and other countries such as Germany and Italy with great potential for growth in the coming years.

SOCIAL MEDIA

VISITS

CHINA DELEGATION ISO

ALGERIA

SLOVENIA

SPANISH WOMENâ&#x20AC;&#x2122;S RUGBY TEAM

INNOVATION Logistical advances for sorting goods 1VTH PZ PUZ[HSSPUN UL^ THJOPULY` [V HPK [OL PZZ\L VM NVVKZ HUK YLK\JL [OL THYNPU VM LYYVY One of the pillars of Joma’s company philosophy is providing the best service to its customers. This is why, in recent years, various improvements have been made in logistics, including the extension of the MHJPSP[PLZ [V VɈLY [OL UL^ ZWHJL HZ customer storage and the installation of state-of-the-art robotics systems that are capable of storing four million references and managing 500 orders per hour.

The latest investment is a system comprising 20 slides and 10 lifts that sort the goods. It is an automated system that PKLU[PÄLZ [OL Z[VYHNL YLX\PYLTLU[Z MVY [OL NVVKZ [V IL KLSP]LYLK HJJVYKPUN [V KPɈLYLU[ ]HYPHISLZ Z\JO HZ [YHUZWVY[ company, country and bulk orders. The system itself sorts the packages onto slides until a palette is complete and, using the lifts, it places it on the unloading dock. The installation of this machinery has sped up the process at the exit dock and reduced the margin of error in deliveries or lost packages. This helps the customer receive their complete order and it reduces delivery times and costs.

INTERVIEW Interview with Israel Pérez Israel Pérez is a long-time veteran in the company. His professional career has grown in parallel with the progress of Joma Sport. He knows all the details of the management area.

1. When did you start working at Joma?

creating new ones until becoming a multinational we are.

More than 35 years ago, in December 1983, when I was only 26 years old.

4. How have you faced changes in the company?

2. What has your career path at the company been?

Starting so young helped me get involved personally and I turned Joma’s evolution into mine. I have experienced the tough time when salesman went from door to door to gain customers HUK P[ ^HZ YLHSS` KPɉJ\S[ MVY \Z [V NL[ paid, even if we were the leaders in selling football boots in the 90’s. I have seen Alfonso wearing his white boots MVY [OL ÄYZ[ [PTL HUK -Y\J[\VZV HUK OPZ children expand the company outside Spain. I have celebrated the company’s 25th and 50th anniversaries. I have also lived the time when almost one hundred people sewed shoes almost by hand. Now the factory is twenty times bigger and is full of the latest robotics technology. A whole life!

I started in the company as a computer programmer in the IT department, developing an in-house software. Shortly after, I started to lead the management area. Back then, I was in charge of controlling bills, paying suppliers and charging customers. From that moment onwards, my duties have always been linked to these matters.

I have lived both in the era in which nearly one hundred people sewed shoes almost by hand and now, when the factory has been ƂOOHG ZLWK WKH ODWHVW LQ URERWLF technology. 3. How has the company changed since then? When I arrived, Joma was a small company lead by Fructuoso. Not even the second generation was here! We ^LYL Q\Z[ ZP_ WLVWSL PU H ZTHSS VɉJL and all of us carried out any necessary task. The company grew year after year, by extending all its departments and

5. Which are your current duties? I lead the management area and the national customer service. Together with a team of 15 people, we manage the orders, charges and payments of Spanish customers. It is a multidisciplinary task, as I connect [OL ZHSLZ ÄUHUJPHS O\THU YLZV\YJLZ departments, etc. In short, I act as a IYPKNL IL[^LLU KPɈLYLU[ [HZRZ

6. Your area deals directly with JSPLU[Z YLNHYKPUN KPɈLYLU[ TH[[LYZ How do you address them? Clients are the base of every business. We need to understand them and they have to understand Joma. From my area, we deal with clients for positive matters like receiving orders, but also for negative matters payment defaults or incidences caused by Joma. We are [OL ]PZPISL MHJL ^OLU [OLYL PZ H ÄUHUJPHS WYVISLT HUK [OH[»Z KPɉJ\S[ >L KLHS with very complex and delicate issues. We should always treat clients with caution and respect. 7. How are Joma’s new clients in Spain? They can be divided into two blocks: buyer groups and retail customers which are very specialised in sports. When I started working at Joma, our clients were traditional shoe shops. We had a minority presence in the textile business and purchasing chains did not exist back then. Thus, the purchasing conditions were more \UPÄLK HUK THUHNLTLU[ ^HZ LHZPLY ;OL KP]LYZPÄJH[PVU VM V\Y I\ZPULZZ OHZ JH\ZLK H KP]PZPVU VM J\Z[VTLYZ WYVÄSLZ :HSLZ Z[YH[LNPLZ HYL KPɈLYLU[ HUK [OPZ HSZV HɈLJ[Z [OL THUHNLTLU[ HYLH 0U short, customers have evolved as much as Joma.