This strategic initiative aimed to strengthen the brand’s relationship with its athletes and boost innovation in high-performance sports.
On the occasion of the launch of the new 2026 kit for the elite team, Toledo became, for two days, the meeting point for Joma athletes. This initiative was designed to reinforce the bond between the athletes and the brand and to continue building the future of athletics together.
During the event, the athletes took part in several activities combining training sessions, shared experiences, recognitions, product innovations, and surprises. The group was made up of: Xenia Benach, Daniela Fra, Naima Ait Alibou, María José Pérez, Antía Chamosa, Raquel González, Manuel Guijarro, Ángel Díaz, José Antonio Pérez, Asier Calahorra, Adrià Alfonso, Ricardo Sánchez, María Isabel Pérez, and Paul McGrath. All of them pursued a common goal: to share quality time, generate synergies, and continue advancing in the development of technical products based on real high-performance experience, hand in hand with Joma.
The 2026 kit, the star of the event
At the start of the event, Joma presented the athletes with the official kit for the 2026 season, consisting of high-performance technical garments designed to support them in this year’s challenges and competitions.
There was also time for action during a joint track session, where all the athletes trained together in a real competitive environment. They shared routines, sensations, and everyday experiences, while also testing the equipment under real-use conditions.
Getting to know Joma from the inside
The program also included a visit to Joma’s headquarters, where the athletes were able to learn first-hand about the brand’s internal operations, as well as its product design and development processes. There, they held working sessions with the heads of these areas, gaining detailed insight into upcoming collections, exchanging impressions, and contributing their experience from elite competition.
international Joma athlete, for the bronze medal he won at the Tokyo World Championships. As recognition, the brand presented him with a commemorative edition of the R-1100 spikes—the model he competed in during the championship—personalized with his name. A gesture that emphasized both his sporting career and the close relationship between athlete and brand. “Joma is a great family and a great company. The coming years are going to be fantastic, so I want to offer all my support and strength to my teammates,” said Paul McGrath during the event.
With initiatives like this, Joma reaffirms its commitment to elite athletics and to a close, ongoing relationship with its athletes, based on trust, active listening, and continuous improvement.
