Joma’s new campaing claims the design, technology and the brand values. The propulsion Lite football boots are the focus of the whole spot.
Within the emotional marketing wave, Joma depict the manufacturing process throughout the Propulsion Lite boots personification. The short film has been made in 4D by El Ranchito, a visual effects production company which has worked for Games or Thrones and films such as The Impossible and A monster Calls, keeps us on edge during the whole creation process, feeding our curiosity while showing the new Propulsion Lite technical features and its benefits.
This campaign succeeds at connecting with the public through a shared desire: To be free and to do what you’ve been created for, here, playing football.
The Propulsion Lite is Joma’s high-end football boot. It is thought for professional players with a more offensive profile and characterized by its lightness. In order to weight as little as possible, Joma has studied the structure, the materials used and its manufacturing. The cut is a threaded seamless single piece to offer lightness with a SOCK SYSTEM, a sock like design that gives the feet protection.
Propulsion Lites’ sole is the biggest innovation, it is Joma’s lightless sole weighting just 52 grams. A single piece that not only brings stability when in contact with the ground but also stabilize the strike since it goes up until the upper mounting to cover the foot and assist heel grip forming an outer buttres.
Propulsion Lite includes a 360º SYSTEM. Manufacturing system that improve the union between the sole and the upper mounting, providing natural distribution on foot strike; SOCK SYSTEM, a sock like structure that gives the feet protection.