Joma
Joma is a Spanish sportswear apparel company that was founded in 1965. They started out by manufacturing athletic shoes with a whopping 8 employees at the time. Three years later, they built a small factory and added 12 more employees to their company. About a decade later, they built a factory almost two times larger than their first, and gained a company base of 70 employees. They also built two semi-automatic assembly lines to increase the efficiency of their production.
By 1988, Joma opened a building of 65,000 square meters that consisted of their third factory and current headquarters. Their employee base continued to expand, and they also put two fully automated assembly lines to keep up with the growing demand for their goods. Joma’s name continued to be out in the public eye when they contracted with Real Madrid’s Martin Vazquez and Sevilla F.C.’s Francisco in 2000.
In 1992, Joma’s 512 soccer cleat was recognized as one of the top competitive shoes in the industry, and Spain’s top selling soccer cleats belonged to the company. Joma continued their top ranking status when they became the leader in indoor soccer apparel and footwear.
The team kits along with their personal Spanish touch are another one of Joma’s most successful products. They also make sure that their kits only contain the best quality for the athletes. Joma has an extensive amount of thought put into each product by several different people from diverse areas of the sporting world. Professional players, coaches, an expert team of designers, sports therapist, and biomechanics are among some of the opinions that are put into their product’s design.
One of Joma’s strength’s is their relationships with top club teams and players around the world. They have strong moral principles in which the company is structured on, and this gives them more of a competitive edge over its competitors. They see their sponsors as being apart of their “family”, rather than just a team or player they provide their products to. Some teams that are apart of the “Joma family” include the Honduras and Costa Rican national teams, and players such as Javier Portillo and Ivan Helguera. In 2003, Charlton Athletic was also brought into the “Joma family.”
Joma began as eight people producing sports shoes and has now expanded to hundreds of employees who distribute to 28 different countries around the world. Their family-oriented atmosphere along with their high quality standards gives the company its loyal brand image and successful campaign. Their success continues to expand globally, and they have the potential to not just be the top brand in Spain, but to compete with the big dogs around the world.
