What Joma does

Joma (JOMA Sport) is a Spanish manufacturer and distributor of athletic footwear, apparel, and equipment founded in 1965 and headquartered in the Toledo province of Spain (Portillo de Toledo / Illescas), with the company remaining privately held under president and founder Fructuoso López. The company sells across more than 20 sport categories including running, football, futsal, trail running, padel, tennis, handball, volleyball, basketball, rugby, swimming, and the newly added pickleball line, anchored by a portfolio of proprietary footwear technologies such as VTS (ventilation), Pulsor and Full Dual Pulsor (cushioning), Flexo, Stabilis, Carbon Plate, AISLA-TEX, and PHY+, plus a sustainable product line built on recycled materials.

The business operates a multi-channel go-to-market model combining direct e-commerce (joma-sport.com), a dedicated B2B distributor portal (joma-sport.net), and a large owned-and-operated retail footprint of 132 physical stores spanning Western, Central, and Eastern Europe, the Middle East (Jordan), the Caucasus (Georgia), Central Asia (Kazakhstan), the Caribbean (Cuba), and South America (Bolivia). Revenue is generated primarily through unit-pricing hardware sales of footwear (basic €8-€20, performance €40-€120, premium €120-€300), apparel, accessories, and official licensed team kits, supplemented by a 15% newsletter subscriber loyalty discount and free-shipping promotions.

Commercial reach is amplified by an extensive sponsorship portfolio: Joma is the official kit supplier to professional football clubs across La Liga (Villarreal CF, Getafe CF, CD Leganés), Serie A (Torino FC, Hellas Verona), the Bundesliga (TSV 1860 München), Ligue 1 (FC Lorient), the Belgian Pro League (RSC Anderlecht), and English football (Norwich City, Swansea City), and supplies national federations including the Spanish Olympic Committee, the Spanish Athletics, Handball, Tennis, and Rugby Federations, plus the Romanian and Honduran Football Federations. Major event sponsorships span the Madrid Half Marathon, Ibiza Marathon, Rome Marathon, and Davis Cup, and individual athlete endorsements include David De Gea and Cristina Pedroche. The most recent strategic move is a March 2026 partnership with the Carvana PPA Tour to become Official Footwear Partner of the professional pickleball circuit, marking a deliberate entry into the North American market.

Name

Joma

Legal name

JOMA Sport

Website

https://joma-sport.com

Company type

Private

Founded year

1965

Operating status

Operating

Headcount range

251–500 employees

Short description

Joma is a privately held Spanish manufacturer and distributor of athletic footwear, apparel, and equipment founded in 1965, serving professional sports clubs, national federations, and consumers across 20+ sport categories through e-commerce, 132 retail stores in 16+ countries, and global sponsorship partnerships.

Ownership category

akta.pro rank

Product category

Athletic Footwear and Sportswear

NAICS

Sporting and Athletic Goods Manufacturing (339920), Footwear Manufacturing (3162), Sporting Goods Retailers (45911), Sporting Goods Retailers (459110), Spectator Sports (71121), Sporting Goods, Hobby, and Musical Instrument Retailers (4591), Sporting and Athletic Goods Manufacturing (33992)

SIC

Sporting & Athletic Goods, Nec (3949), Footwear, (No Rubber) (3140), Retail-Shoe Stores (5661)

akta.pro primary industry

Athletic Footwear & Sport Apparel Retail (CRAMABAC)

akta.pro secondary industries

Soccer/Football Footwear & Apparel Retail (CRAMACAC), Athletic Footwear Manufacturing (Running/Training/Court) (IMAOAIAA), Team Sports & On-Field Performance Apparel (CRAAAEAE), Tennis & Court Footwear & Apparel Retail (CRAMACAG), Racquet Sport Footwear & Apparel Retail (CRAMAFAI)

Keywords

• Athletic footwear manufacturing
• Sports apparel retail
• Team kit supplier
• Sports equipment wholesale
• Performance running shoes

Headquarters

HQ city

Portillo De Toledo

HQ country

Spain

HQ region

Europe

Offices37 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Marketing or Sales, Operations, Technology or R&D, Infrastructure

Revenue model

1. Footwear Sales: Direct sales of athletic footwear for multiple sports including running, football, futsal, trail running, tennis, padel, volleyball, handball, basketball, and casual wear. Products sold through owned e-commerce, retail stores, and distributor network.
2. Apparel Sales: Sales of sports clothing including shirts, shorts, pants, jackets, swimwear, and thermal wear for men, women, and children across various sports categories.
3. Accessories Sales: Sales of sports accessories including balls, shin guards, gloves, backpacks, socks, caps, and paddle equipment.
4. Official Team Kits: Custom jersey and equipment sales for sponsored clubs, federations, and national teams including official replica kits and merchandise.
5. Paddle Equipment: Sales of padel paddles and accessories under the Joma brand, including special editions for clubs and athletes.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels6 records

Core offering

Joma designs, manufactures, and distributes athletic footwear, sports apparel, and accessories covering more than 20 sports disciplines including running, football, futsal, trail running, padel, tennis, handball, volleyball, basketball, rugby, swimming, and pickleball. The company also produces licensed official kits and replica jerseys for professional football clubs, futsal clubs, and national Olympic and sports federations. Products are sold through owned e-commerce, 132 company-operated retail and outlet stores, and a network of authorized wholesale distributors across Europe, the Middle East, the Caucasus, Central Asia, and Latin America.

Product overview

Joma is a comprehensive sportswear and athletic equipment company offering a unified multi-category product portfolio centered on footwear and apparel. The core offering spans performance running shoes (R.1000, R.2000, R.5000, RS9000 lines), team sports footwear (football, futsal, handball, basketball), racket sport equipment (padel shoes and rackets), and outdoor/trail running gear. Apparel includes technical sportswear for football, futsal, athletics, tennis, and running (R-City, R-Trail, R-Night lines), complemented by licensed official kits for major football clubs (Villarreal CF, Getafe CF, Brentford FC, TSV 1860 Munich, RSC Anderlecht, FC Lorient, Swansea City, Hellas Verona, Torino FC) and national federations (Spanish Olympic Committee, Spanish Athletics, Tennis, Handball, Rugby Federations, Romanian Football Federation, Honduras Football Federation). The portfolio extends through licensed editions including Superman-Warner Bros and Davis Cup. Joma's product ecosystem is supported by technology platforms including Strava integration and recent expansion into pickleball through the Carvana PPA Tour partnership.

Differentiator

Problem solved

Functional benefit

Products and services

• Performance Running Footwear (R. Line)

Named customers23 records

Segments7 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature11 records

Partnerships

24 partnerships are on record, tiered major, core and minor.

• Carvana PPA TourmajorStrategic or Co-development Partner · 5 March 2026Joma Sport became the Official Footwear Partner of the Carvana PPA Tour, the professional pickleball circuit. The partnership provides world-class athletic footwear for tournaments and reflects both organizations' commitment to supporting the sport's rapid growth while meeting increasing demand for technologically advanced pickleball gear on a global stage.
• Villarreal CFcoreGTM or Marketing PartnerJoma is the official kit supplier for Villarreal CF, providing match day kits, training wear, and replica jerseys for the La Liga club.
• Getafe CFcoreGTM or Marketing PartnerJoma is the official kit supplier for Getafe CF, providing match day kits and official merchandise for the La Liga club.
• Selección Española de Fútbol SalacoreGTM or Marketing PartnerJoma is the official kit supplier for the Spanish National Futsal Team, providing playing kits and training equipment.
• Movistar IntercoreGTM or Marketing PartnerJoma is the official kit supplier for Movistar Inter, one of Spain's top futsal clubs.
• ElPozo MurciacoreGTM or Marketing PartnerJoma is the official kit supplier for ElPozo Murcia, one of Spain's top futsal clubs.
• Comité Olímpico EspañolcoreGTM or Marketing PartnerJoma is the official apparel supplier for the Spanish Olympic Committee, providing podium wear, ceremony attire, and training apparel.
• Real Federación Española de AtletismocoreGTM or Marketing PartnerJoma is the official kit supplier for the Spanish Athletics Federation, providing competition and training apparel for athletes.
• Real Federación Española de BalonmanocoreGTM or Marketing PartnerJoma is the official kit supplier for the Spanish Handball Federation.
• Torino FCmajorGTM or Marketing PartnerJoma is the official kit supplier for Torino FC, providing match day kits for the Italian Serie A football club.
• TSV 1860 MúnichmajorGTM or Marketing PartnerJoma is the official kit supplier for TSV 1860 Múnich, providing kits for the German football club.
• RSC AnderlechtmajorGTM or Marketing PartnerJoma is the official kit supplier for RSC Anderlecht, the Belgian football club.
• FC LorientmajorGTM or Marketing PartnerJoma is the official kit supplier for FC Lorient, the French football club.
• Norwich CitymajorGTM or Marketing PartnerJoma is the official kit supplier for Norwich City, the English football club.
• Swansea CitymajorGTM or Marketing PartnerJoma is the official kit supplier for Swansea City, the Welsh football club.
• Hellas VeronamajorGTM or Marketing PartnerJoma is the official kit supplier for Hellas Verona, the Italian football club.
• Federación Rumana de FútbolmajorGTM or Marketing PartnerJoma is the official kit supplier for the Romanian Football Federation.
• Federación de Fútbol de HondurasmajorGTM or Marketing PartnerJoma is the official kit supplier for the Honduran Football Federation.
• Davis CupcoreGTM or Marketing PartnerJoma is the official apparel partner for the Davis Cup international tennis competition.
• Movistar Madrid Medio MaratónminorGTM or Marketing PartnerJoma sponsors the Madrid Half Marathon event.
• Ibiza MarathonminorGTM or Marketing PartnerJoma sponsors the Ibiza Marathon event.
• Run Rome The MarathonminorGTM or Marketing PartnerJoma sponsors the Rome Marathon event.
• David De GeaminorGTM or Marketing PartnerProfessional footballer David De Gea is sponsored by Joma, featuring on football product pages.
• Superman - Warner BrosminorGTM or Marketing PartnerJoma produces special edition Superman-themed sports apparel under Warner Bros licensing partnership.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Macron: Italian sportswear manufacturer founded in 1971, comparable to Joma as a mid-sized European brand specializing in team kit supply, technical apparel, and footwear across football, rugby, basketball, and other sports for amateur and professional clubs.
• Errea: Italian sporting goods manufacturer with a similar profile to Joma — produces team kits, technical apparel, and footwear, and serves as official supplier to numerous European football clubs and federations in the same mid-tier price segment.
• Le Coq Sportif: French heritage sportswear brand (founded 1882) directly comparable to Joma — produces football boots, athletic apparel, and lifestyle footwear, and acts as official kit supplier to professional football clubs and national teams.
• Hummel: Danish sportswear brand offering team kits, football boots, handball equipment, and athletic apparel. Comparable to Joma through its European club sponsorship model, multi-sport product range, and mid-tier positioning versus global mega-brands.
• Lotto Sport Italia: Italian sporting goods manufacturer with overlapping football, tennis, and running categories. Comparable to Joma as a European heritage brand serving both professional team-kit contracts and consumer retail channels.
• Diadora: Italian sportswear and footwear brand with a heritage in football boots, running, and tennis. Comparable to Joma in product breadth, federation/club sponsorship strategy, and positioning as a mid-tier European challenger to global mega-brands.
• Jako: German team-sports apparel and equipment specialist focused on football, handball, and basketball kits for amateur and semi-professional clubs. Comparable to Joma through its team-kit-led B2B model and European wholesale distribution.
• Kelme: Spanish heritage sportswear brand (founded 1960s) producing football boots, athletic apparel, and team kits. Directly comparable to Joma in geography, heritage, and product portfolio with overlapping La Liga and federation sponsorship relationships.

Broad incumbents

• Nike: Global athletic footwear and apparel incumbent that competes with Joma across running, football, and lifestyle categories. Serves as the dominant benchmark for performance technology, marketing scale, and federation/athlete sponsorship spend.
• Adidas: Global athletic footwear and apparel incumbent and primary competitor in football (where Adidas dominates FIFA and UEFA relationships). Comparable to Joma at the category level but operates at vastly greater scale and marketing reach.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/JomaSportUK

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Joma