Every year on April 26, World Intellectual Property Day is celebrated—an initiative promoted by WIPO to highlight the role of innovation, creativity, and intangible assets in various economic sectors. In 2026, the celebration revolves around the theme “IP and Sports: On Your Marks, Get Set, Innovate!”, focusing on how intellectual property drives technological development, creativity, and branding strategies in the world of sports.
Professional sports is an ecosystem where patents, industrial designs, trademarks, and copyrights all come together. For this reason, we wanted to take a closer look at the case of Joma and its colorful soccer cleats—an innovative move that broke with traditional soccer aesthetics.
Soccer Dominated by the Color Black
For much of the 20th century, soccer cleats were very similar: black, simple, and functional. The priority was on the durability of the material and athletic performance.
In that context, the idea of adding color to soccer cleats seemed, to many, nothing short of an extravagance. However, Fructuoso López, the founder of Joma, decided to take a different approach: to break away from soccer’s monochromatic tradition and turn athletic footwear into a visually distinctive element.
The Origin of the Revolution: “Color in Football”
His vision gave rise to the “Color in Football” campaign in the mid-1990s. The idea was to launch soccer cleats that would be a radical departure from the traditional black.
The first ones were white boots, followed shortly afterward by models in more eye-catching colors, such as red. To promote them, the brand enlisted two rising stars in Spanish soccer: Alfonso Pérez and Fernando Morientes.
At a time when all the players wore black shoes, the visual impact was immediate, as the player stood out on every play, in every TV replay, and in every photograph from the game.
The boots didn't change in terms of their structure or materials (many were made of kangaroo leather), but the simple change in color completely altered the perception of the product.
Initial skepticism turned into later success
At first, they encountered countless obstacles. Many stores were reluctant to sell them, convinced that no one would want to play in colored cleats. In fact, to generate initial visibility, the brand even gave away a few pairs to be displayed in store windows.
There was also criticism from the sports world. Some journalists questioned the product's aesthetics, and the national team coach at the time even joked that defenders could spot the player wearing white cleats more easily.
However, the gamble paid off, and the cleats stood out on the field, becoming an instantly recognizable feature on television. Young fans wanted to copy them, and almost immediately, everyone knew those cleats were made by Joma.
The innovation wasn't just aesthetic—it was also an extremely effective marketing strategy.
The campaign's media impact
The impact of this innovation was particularly notable when considered in the context of the time. In the late 1990s, there were no social media platforms or viral digital campaigns, so outreach depended primarily on television, the sports press, and visibility at games.
Even so, the colorful boots became a media sensation. Appearances on magazine covers, comments during broadcasts, and growing demand among fans established the product as one of the brand’s biggest hits. This marked a turning point in athletic shoe design.
Innovation, Branding, and Differentiation in Sports
From the perspective of intellectual property and marketing, the Joma case illustrates several key aspects of how value is created in the sports industry:
Product Innovation Although the product 's technical structure did not change radically, aesthetic innovation made it possible to redefine the market.
Brand Strategy Color became a distinctive element that allowed consumers to quickly identify the product's corporate origin.- Media Exposure
The fact that high-profile players used the product amplified its impact and boosted its recognition. - Copycat Effect in the Industry
Following the initial success, other brands began introducing their own colorful boot styles, cementing a trend that is now completely commonplace.
Intellectual Property and Sports: Innovation On and Off the Field
The Joma case illustrates how innovation, creativity, and brand strategy can redefine an industry.
From patented materials used in sports equipment to industrial designs, trademarks, and image rights, intellectual and industrial property plays an essential role in the development of the sports industry.
In a global market where sports intersect with fashion, media, entertainment, and consumer goods, adequately protecting these intangible assets is key to driving innovation and strengthening companies' market positions.