The event gave the international press a closer look at the history, athletes and product development behind Joma’s athletics programme.
More than 35 international media outlets visited Joma House during the Birmingham 2026 European Athletics Championships. Held at The Grand Hotel Birmingham, the event offered an inside look at Joma’s athletics programme and the work behind its competition products.
The experience took attendees on a journey from the brand’s origins in Portillo de Toledo to its current presence in more than 140 countries. It is a story that began in 1965 and has been shaped by one clear idea: developing equipment that meets athletes’ real needs.
First-hand experience from the athletes
Josh Faulds, Paul McGrath and Aleeya Sibbons took part in the event while competing in Birmingham. Their presence brought the demands of the championships to life. Each athlete represents a different discipline and way of competing. This diversity is central to Joma’s development model, which is based on listening to athletes and analysing how its products perform under the real demands of competition.
The media were therefore able to discover the brand through those who use its products in competition and understand the relationship between technical work, testing and the specific requirements of each discipline.
From technical development to competition
The media event also featured a presentation of the R premium footwear range being worn by Joma athletes at the European Championships. The models on display included the RS-9000, the brand’s most ambitious road-racing shoe, weighing just 126 grams; the R-5000, equipped with a carbon plate and developed to maintain a responsive stride over sustained efforts; and the R-1100, a spiked shoe designed specifically for sprint events. Together, the three models demonstrate the level of specialisation Joma has achieved through research, testing and development tailored to each discipline.
The presentation also offered a preview of the new R-100 development, which is still being refined. Athletes including Josh Faulds tested it during the championships, providing direct feedback in a highly demanding competitive environment. This information will help optimise its performance and inform future generations of footwear.
