Ruth Beitia, Abel Antón, Raquel González and Higuero sponsor the presentation of the Toledo brand’s 2025 collection
TOLEDO PORTILLO (TOLEDO), 17 (EUROPA PRESS)
The sports brand Joma has opted for creativity and technology to differentiate itself and reach new international markets, according to its CEO and Marketing Director, Marina López, at the presentation of the 2025 season collection at its headquarters. in Portillo de Toledo (Toledo).
“Creativity and technology are the key to differentiating us. This summer has been very important because at the Paris Games 15 percent of the Olympians wore Joma clothing,” López stressed at the event, along with his father and founder, Fructuoso López, and athletes such as the former Olympic high jump champion Ruth Beitia, the two-time marathon world champion Abel Antón, the former middle distance runner Juan Carlos Higuero and the walker Raquel González.
With 150,000 products leaving its headquarters every day, thanks to the 5 robotic warehouses, the last one launched at the end of 2024, Joma, present in more than 40 countries, is the fourth best positioned brand in the football market, according to Football Benchmark, after Puma, adidas and Nike and sponsors more than 300 professional teams around the world.
“This is done with enthusiasm, with a lot of enthusiasm. My thing was to complicate myself, wanting to succeed and make a brand that would last over time. I traveled all over the world and I never felt self-conscious because I thought I could be on par with others. There are no taller skyscrapers,” recalled Fructuoso López, the ‘architect’ of the company that he founded 60 years ago with 8 workers and which currently has more than 700, nearly 500 in Portillo of Toledo.
Before more than 50 specialized media, Joma presented the news of the 2025 collection of athletics, tennis, football, indoor soccer, yoga and gym clothing and highlighted its growth as a sponsor of running, trail running, paddle tennis and pickleball events, an emerging discipline in Europe after its ‘boom’ in the United States.
In the presentation, directed by Joma ambassador Ruth Beitia, elite athletes José Antonio Diestro, Juanlu Esbrí, Vero Virseda, Raquel González, Carla Arce, Pedro Vega, Agustín Luján, Andrés Jiménez, Miguel Heras, Gemma participated as improvised models. Arenas, Raúl Campos, Peque and Lucao.
Among these novelties will be the launch of the Joma RS 9000, one of the lightest shoes – still in the design process – on the market, weighing less than 130 grams and a carbon plate to propel the runner with each stride. In addition, the two innovative proposals for this year are R-City and R-Night to run around the city day and night.
TRAIL, OUTDOOR, RACQUET AND TEAM SPORTS
Joma has improved its Brama technology to adapt it to the demands of nature in the trail running line, which has a t-shirt, tights and a hoodie, which works as an intermediate layer to maintain body warmth in cold conditions.
Other garments stand out, such as the high-end raincoat with the capacity to withstand up to 10,000 columns of water, highly breathable, lightweight and self-storing.
For the most adventurous, the Explorer line evokes the colors of nature and is designed to face the challenges of the mountains. Its main objective is to enhance protection against extreme environmental conditions thanks to its layered structure so that the athlete can add or remove them depending on the weather.
As for racquet sports, Joma has designed the Challenge and Smash lines for tennis and padel with ultra-breathable uppers, as they are made with very light fabrics and with technologies such as Micro-Mesh System to evacuate sweat.
For going to the gym, the Core line includes women’s clothing that ranges from tops with different levels of support depending on the activity being practiced to leggings with a laser-cut waistband and ergonomic fit. The men’s version consists of t-shirts, shorts and tights equipped with breathable and compression panels that improve performance and reduce fatigue.
Finally, the ‘Teamwear’ collection focuses on team sports in which it has been a leader for more than 15 years, with innovative designs and high-quality materials. The ECO line is made with recycled polyester, an ecological fabric that helps reduce CO2 emissions into the atmosphere by 75 percent and is already used in 95% of the kits of its sponsored clubs.
This commitment to sustainability was highlighted by Marina López, the CEO of Joma, with the elimination of plastic in packaging, the use of sustainable materials such as recycled polyester and organic cotton or pesticide-free dyes and boxes with recycled cardboard. “More than 50 percent of the collection is made with degradable materials,” López said.
The founder’s daughter then guided the informants through the depths of the Spanish brand that does not set limits. At its headquarters, half an hour by car from Madrid, there are 10 million products from its 84,000 references ready to be distributed to countries as remote as Jordan, Azerbaijan, Georgia or Paraguay. “In Spain we have 35 of our own stores, but in 2025 we will reach 40,” announced the CEO, proud of a legacy that expands throughout the country and beyond.