Joma, the Spanish brand with headquarters in Toledo and a historical focus on running, football and tennis, was present as usual at the recent Micam footwear show, which ran on Feb. 19-22 in Milan. Alessandro Annibale, sales director of its Italian subsidiary, was on hand to meet with local retailers as well as a sizeable contingent from abroad, notably the Middle East. He also reviewed the brand’s financial performance and plans with Diffusion Sport.
Last year saw record sales for Joma in Italy. Footwear accounted for much of the 30 percent rise, as the other segments are closer to saturation. Team sports account for 70 percent of overall sales, vs. 30 percent for shoes. Italy is Joma’s top market for turf – 90 percent, vs. 10 percent for futsal – and is running counter to the rest of Europe.
Annibale also credits pádel, which seems to be on the rise everywhere, with being decisive to Joma’s sales boost. “In parallel with product sales, the increase in average price has raised revenues in this category.”
But 2022 was atypical. Growth in the current year, Annibale said, will likely prove more difficult as revenues are starting to “achieve a certain volume.”
By summer, Joma will be sponsoring a second football club in the first division of the Italian champions league: a new club in Lalega. This aligns with its technical sponsorship of the Italian Athletic Federation. The brand is also a sponsor of the Italian Tennis Federation and of the Rome and Florence marathons.
