Pirma
Pirma is a Mexican vertically integrated athletic footwear and apparel manufacturer that sells its own brand directly to consumers through an e-commerce site and 25+ owned retail stores across Mexico, serving men, women, and children with soccer, turf, training, and casual products.
- Company typePrivate
- Founded1990
- HeadquartersEsmeralda, Mexico
- Headcount101–250
- GTM typeB2C
- OfferingHardware or Manufacturing
What Pirma does
Pirma is a Mexican vertically integrated athletic footwear and apparel company operated by Compañía Calzaturera, S.A. de C.V., a privately held Mexican corporation founded in 1990. The company designs, manufactures, and sells its own brand of sports and casual footwear—including soccer cleats (tachones), multi-stud turf shoes (multitaco), sneakers, sandals, and athletic tennis shoes—alongside men's, women's, and children's apparel such as training shirts, shorts, pants, hoodies, and winter jackets. Its product catalog spans roughly 105 footwear SKUs, 77 soccer and turf SKUs, and 65 clothing SKUs, with proprietary sub-lines such as the Imperio Azteca cleat series (including a kangaroo-leather Supremo variant) and the GlitchForce turf technology. Pirma also holds official supplier relationships with Liga MX clubs Club Cruz Azul and Club Puebla for licensed jerseys and team merchandise.
The company operates a direct-to-consumer go-to-market model combining an owned e-commerce platform (pirma.com.mx) with 25+ physical retail locations across Mexico, including outlet stores, mall stores, and dedicated stores concentrated in Guanajuato/León and Quintana Roo. Standard shipping is 3–8 business days domestically, and the site references international shipping "according to availability." Distribution is augmented by a partnership with Caja Popular Mexicana, which delivers 15–18% exclusive discounts to credit union members at participating Pirma locations, and by event-led marketing including the owned "Carrera Pirma" running event and a 2026 partnership with MexOutdoor for a 21K race. Pirma serves primary consumer segments in men's, women's, and children's athletic and casual use, with a secondary B2B motion supplying team equipment to organized sports clubs. The company is priced in Mexican Pesos across a $349–$1,899 MXN footwear ladder and $499–$1,699 MXN apparel ladder, with frequent promotional discounting of 35–50% and no subscription or licensing model.
Pirma firmographics
Firmographics- Name
- Pirma
- Legal name
- Compañía Calzaturera, S.A. de C.V.
- Website
- https://pirma.com.mx
- Company type
- Private
- Founded year
- 1990
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Pirma is a Mexican vertically integrated athletic footwear and apparel manufacturer that sells its own brand directly to consumers through an e-commerce site and 25+ owned retail stores across Mexico, serving men, women, and children with soccer, turf, training, and casual products.
- Ownership category
- akta.pro rank
Pirma industry classification
Industry- Product category
- Athletic Footwear
- NAICS
- Shoe Retailers (45821), Footwear Manufacturing (3162), Sporting Goods Retailers (45911)
- SIC
- Retail-Shoe Stores (5661), Footwear, (No Rubber) (3140), Sporting & Athletic Goods, Nec (3949), Retail-Apparel & Accessory Stores (5600)
- akta.pro primary industry
- Soccer/Football Footwear & Apparel Retail (CRAMACAC)
- akta.pro secondary industries
- Athletic Footwear & Sport Apparel Retail (CRAMABAC), Casual & Lifestyle Footwear (CRAAACAB), Athletic Footwear Manufacturing (Running/Training/Court) (IMAOAIAA)
Keywords
Where Pirma is headquartered
LocationHeadquarters
- HQ city
- Esmeralda
- HQ country
- Mexico
- HQ region
- Latin America
Offices1 record
Markets served
Pirma business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Retail Product Sales: Pirma generates revenue through direct sales of footwear, clothing, and sporting goods to end consumers. The company operates both e-commerce (pirma.com.mx) and physical retail stores. Products are sold at fixed retail prices in Mexican Pesos (MXN), with occasional promotional discounts. The company is legally registered as 'Compañía Calzaturera, S.A. de C.V.' with stated object of 'fabrication, commercialization, distribution and sale of footwear, clothing and sporting articles, as well as related products.'
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Standard retail pricing for footwear and apparel |
| One time/ perpetual license | Pay-as-you-go | Promotional and discounted pricing |
| One time/ perpetual license | Pay-as-you-go | Partner exclusive pricing (Caja Popular Mexicana members) |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
Pirma product offering
Product offeringCore offering
Pirma designs, manufactures, and retails its own athletic and casual footwear — including sneakers, soccer cleats (tachones), multi-cleat turf shoes (multitaco), sandals, and tennis shoes — along with men's, women's, and children's sportswear apparel. Products are sold under proprietary lines such as Imperio Azteca (Pro, STD, Supremo with kangaroo leather) and GlitchForce turf, distributed through the company's Mexican e-commerce site and physical retail stores.
Product overview
Pirma is a Mexican footwear and sportswear company operated by Compañía Calzaturera, S.A. de C.V. The product portfolio consists of a unified catalog of footwear and apparel organized into distinct product lines: (1) Calzado/Sneakers — urban sneakers and athletic shoes across dozens of models (URBAN DASH, WILKINS, HARLEY, FLOWER, JUMPER SUPREMACY, PRISMATIC, BOSTON, ATHÉYA, MASSIVE, RUN OVER, SPAZE RUN, ORION, INFINITY, EAST SIDE, FLASH TECH, ENIGMA, LEYENDA, LUME, PIRMA 90, and others); (2) Tachones — soccer cleats including GLITCH SONIC and the IMPERIO AZTECA line (III PRO, STD, SUPREMO with kangaroo leather); (3) Multitaco — multi-cleat soccer shoes for turf including BRASIL TURF and GLITCHFORCE SKIN GAMER variants; (4) Sandalias — casual sandals (BALI, JANEIRO); (5) TENIS — athletic tennis shoes including children's models; (6) Ropa — men's and women's athletic/training clothing (shirts, tops, shorts, pants, jackets, hoodies); (7) Jerseys — official soccer team apparel for Club Cruz Azul and Club Puebla; and (8) Equipos — soccer equipment. Products are available for men, women, and children across multiple size ranges.
Differentiator
Problem solved
Functional benefit
Brands
- CARRERA PIRMA: Annual running race event organized by Pirma
Products and services
- Sneakers (Urban / Casual)
- Tachones (Soccer Cleats) Premium soccer cleats for firm ground play, including the Imperio Azteca series with Pro, STD, and Supremo (kangaroo leather) variations; priced up to $1,899 MXN.
- Multitaco (Multi-Cleat Turf Shoes) Multi-stud soccer shoes engineered for artificial grass and turf surfaces, featuring the proprietary GlitchForce technology and available in youth and adult sizes.
- Sandalias (Sandals) Casual sandals (BALI, JANEIRO) for warm-weather and everyday use, starting at $349 MXN.
- Tenis (Athletic Tennis Shoes) Athletic tennis shoes for general sport and casual activity use, including dedicated children's lines (e.g., JUMPER SUPREMACY NIÑOS, HARLEY NIÑOS).
- Calzado Niños (Children's Footwear) Children's footwear line spanning sneakers, cleats, and sandals in extended size ranges from 15 to 21.5.
- Ropa Mujer (Women's Apparel) Women's athletic and training apparel including t-shirts, tops, shorts, pants, jumpsuits, jackets, and winter wear priced from $499 to $1,699 MXN.
- Ropa Hombre (Men's Apparel) Men's athletic and urban clothing including shorts, shirts, hoodies, pants, and winter jackets priced from $499 to $1,699 MXN.
- Soccer Team Jerseys (Club Cruz Azul / Club Puebla) Official licensed soccer team jerseys for Club Cruz Azul and Club Puebla, including local, visiting, and alternate kits, sold primarily to male supporters and team buyers.
- Soccer y Turf Equipment (Equipos) Complete soccer and turf product category including cleats, multitacos, and related equipment supplied to individual buyers and to sports teams/clubs (Equipos).
Companies that use Pirma
Customer profileNamed customers1 record
Segments5 records
Ideal customer profiles4 records
Pirma technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Pirma partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Caja Popular MexicanaminorExclusive member discount partnership offering 15% discount on single product or 18% discount on two or more products to Caja Popular Mexicana credit union members. Valid at participating Pirma retail stores across León, Guanajuato, and Quintana Roo locations. Members must present physical or digital member credentials or CPM credit/debit card at checkout.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
Pirma competitors and assessment
Company assessmentDirect peers
- Innovasport: Innovasport is a Mexican multi-brand sporting goods retailer with a comparable physical-store and e-commerce omnichannel presence. While it carries third-party brands rather than own-manufactured product, it competes directly for the same athletic-footwear shopper across Mexico.
- Charly: Charly is a Mexican athletic footwear and apparel brand with a similar Liga MX-linked sponsorship model (notably Club Tigres UANL) and a comparable mid-market positioning. It competes directly with Pirma across soccer cleats, sneakers, and team jerseys in the Mexican market.
- Andrea: Andrea is a vertically integrated Mexican footwear manufacturer and retailer with a similar Compañía Calzaturera-style model. It targets a comparable mid-market Mexican consumer, primarily in women's and casual categories, and shares the same retail formats and price architecture as Pirma.
- Flexi: Flexi is one of Mexico's largest footwear manufacturers and retailers, operating a vertically integrated model analogous to Pirma's Compañía Calzaturera structure. While Flexi skews more toward dress and casual footwear, it competes in the broader Mexican footwear retail market with similar pricing and retail formats.
- Cklass: Cklass is a Mexican footwear brand with own manufacturing and a national retail footprint similar in scale and positioning to Pirma. It targets a comparable mid-market consumer with a mix of casual, athletic, and lifestyle footwear across Mexico.
Emerging players
- Joma: Joma is a Spanish sports brand with significant Mexican market penetration through soccer cleats and team-sport sponsorships. It competes in the same mid-market soccer-footwear tier as Pirma's Imperio Azteca line and is growing its Mexican retail and team-supply footprint.
Broad incumbents
- Decathlon: Decathlon is a global sporting goods retailer that has expanded into Mexico with own-brand athletic footwear and apparel at aggressive price points. As a broad incumbent entering the Mexican market, it directly pressures Pirma's mid-market value proposition across multiple categories.
- Adidas: Adidas is a global athletic brand with deep Mexican soccer partnerships (Liga MX, national team) that directly compete with Pirma's soccer-vertical positioning. Its broad portfolio across footwear, apparel, and team merchandise defines the upper bound of the Mexican athletic market Pirma operates in.
- Puma: Puma is a global athletic footwear and apparel brand with strong Mexican distribution. It competes with Pirma in soccer cleats, running, and lifestyle sneakers at the affordable premium tier, sitting above Pirma's mass-market positioning but pulling on the same mid-priced consumer.
Regional players
- Maratón Sports: Maratón Sports is a Mexican sporting goods retailer carrying athletic footwear and apparel with a similar Mexican-market focus. It overlaps with Pirma on casual and athletic sneakers, running shoes, and apparel at comparable mass-market price points.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Pirma social profiles
Digital presencePirma financial estimates
Financial estimateRevenue estimate
Valuation estimate
Pirma leadership team
Management profileNumber of profiles
Pirma funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Pirma M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Pirma
What does Pirma do?
Pirma designs, manufactures, and retails its own athletic and casual footwear — including sneakers, soccer cleats (tachones), multi-cleat turf shoes (multitaco), sandals, and tennis shoes — along with men's, women's, and children's sportswear apparel. Products are sold under proprietary lines such as Imperio Azteca (Pro, STD, Supremo with kangaroo leather) and GlitchForce turf, distributed through the company's Mexican e-commerce site and physical retail stores.
Is Pirma a public or private company?
Pirma is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Pirma founded?
Pirma was founded in 1990. It employs 101 to 250 people.
Where is Pirma based?
Pirma is headquartered in Esmeralda, Mexico, in the Latin America region.
How does Pirma make money?
One revenue line is on record: retail Product Sales.
Who are Pirma's main competitors?
Direct peers on record are Innovasport, Charly, Andrea, Flexi and Cklass. Joma is listed as an emerging player. Broad incumbents are Decathlon, Adidas and Puma. Maratón Sports is listed as a regional player.
Does Pirma have an API?
No public API is recorded for Pirma.
What industry is Pirma in?
Pirma's product category is Athletic Footwear. Its primary akta.pro industry code is CRAMACAC, Soccer/Football Footwear & Apparel Retail, with a secondary code of CRAMABAC, Athletic Footwear & Sport Apparel Retail. Its NAICS code is 45821 and its SIC code is 5661.