Joma: The Spanish Brand That Revolutionized Football Boots with Color
For football fans, the evolution of boots often brings to mind the high-cut designs of 2014. But the single most transformative change happened in the late
For football fans, the evolution of boots often brings to mind the high-cut designs of 2014. But the single most transformative change happened in the late 1990s — and it was not driven by the legendary German brand or the American giant that entered the scene in 1994. Instead, it was a Spanish company, Joma, that dared to break the all‑black rule.
The Vision Behind Colored Boots
At the end of the 1990s, every professional footballer wore black boots. Joma’s founder, Fructuoso López, saw an opportunity. With a variety of leather dyes already available for street shoes, he asked a simple question: why couldn’t football boots be colored too?
López himself designed the first non‑black boot. The initial attempt was white — and it was a commercial failure. No shop agreed to stock them. Joma had to give away free pairs to major retailers just to get them displayed in windows.
The First Professional to Wear Colored Boots
Joma began working with professional footballers to build credibility. Alfonso Pérez, then a striker for Betis and the Spanish national team, became the first player to wear colored boots in professional matches.
Alfonso was not superstitious and had no hesitation. Still, the resistance was fierce. One coach ordered him to remove the boots; the sports press heavily criticized the move. The reaction mirrored a timeless pattern: change scares us, and our first instinct is to attack it.
The Turning Point: Euro 2000
Everything shifted during Euro 2000. Spain faced elimination in the group stage when, in stoppage time, Alfonso scored a goal against Yugoslavia while wearing his white Joma boots. The goal sent Spain to the quarter‑finals, and the image of his celebration became an icon of that summer.
After that moment, footballers began accepting colored boots. Shops started ordering the Joma Alfonso model, and even the press highlighted them. Color had arrived in football.
A Step Further: Red Boots in the Champions League
Joma had already made progress before the Euro 2000 breakthrough. A young player from La Mancha, Fernando Morientes, had just signed for Real Madrid and wore red boots in the 1998 Champions League final. Real Madrid won the 7th European Cup in Amsterdam with Morientes in the starting eleven, and the sight of red boots began to normalize colored footwear in professional football.
Joma’s Legacy and Future
The aggressive marketing strategies of multinational giants later pushed Joma into the background. Yet the brand’s quality and innovative spirit remain undiminished. On its 50th anniversary, Joma football boots are set to take a giant step forward, aiming to regain their place as a reference in boot manufacturing.
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