Each year, the April 26th is World Intellectual Property Day, 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 sport: ready, set, innovate!”, focusing on how intellectual property drives technological development, creativity, and brand strategies in the sports world.
Professional sport is an ecosystem where different elements converge patents, industrial designs, trademarks and copyrightsFor this reason, we wanted to delve deeper into the case of Joma and its colorful soccer boots, an innovative approach that broke with the traditional aesthetics of football.
Football dominated by the color black
For much of the 20th century, football boots were very similar: black, understated, and functional. The priority was on the durability of the material and athletic performance.
In that context, the idea of introducing color in football boots It seemed, to many, little more than an extravagance. However, Fructuoso López, founder of Joma, decided to opt for a different vision: break the monochrome of football and transform athletic footwear into a visually distinctive element.
The origin of the revolution: “Color in Football”
The campaign was born from his vision. “Color in Football”), in the mid-nineties. The idea was to launch boots that radically departed from traditional black.
The first ones were White bootsThese were followed shortly after by models in more striking colors like red. To promote them, the brand enlisted two players with great potential in Spanish football: Alfonso Pérez and Fernando Morientes.
In an era when all players wore black footwear, the visual effect was immediate, as the player stood out in every play, every television replay, and every photograph of the match.
The boots did not change their structure or materials (many were made of kangaroo leather), but the simple change of color completely altered the perception of the product.
Initial skepticism turned into later success
At first, they encountered countless barriers. Many stores were reluctant to sell them, convinced that Nobody would want to play in colored bootsIn fact, to generate initial visibility, the brand even gave away some pairs to be displayed in shop windows.
There was also criticism from the sporting world. Some journalists questioned the product's aesthetics, and the national team coach at the time even joked that defenders could more easily spot the player wearing white boots.
However, the gamble paid off, and the boots stood out on the pitch, becoming an easily recognizable element on television. Young fans wanted to imitate them, and almost immediately, Everyone knew those boots were from Joma.
The innovation wasn't just aesthetic: it was also an extremely effective marketing strategy.
The media impact of the campaign
The impact of this innovation was especially remarkable considering the context of the time. In the late 1990s There were no social networks or viral digital campaignsTherefore, its dissemination depended primarily on television, the sports press, and visibility at matches.
Even so, the colored boots became a media phenomenon. Cover appearances, commentary on broadcasts, and growing demand among fans cemented the product as one of the brand's biggest successes. Marking a turning point in the design of sports footwear.
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 built in the sports sector:
- Product innovation
Although the technical structure of the product did not change radically, the aesthetic innovation allowed the market to be redefined. - brand strategy
Color became a distinctive element that allowed for quick identification of the product's business origin. - Media visibility
The fact that high-profile players used the product amplified its impact and reinforced its recognition. - Imitative effect in the industry
Following the initial success, other brands began to introduce their own models of colored boots, consolidating a trend that is now completely commonplace.
Intellectual property and sport: innovation on and off the field
The Joma case reflects how the innovation, creativity and brand strategy They can redefine a sector.
From patented materials in sports equipment to industrial designs, brands to image rightsIntellectual and industrial property plays an essential role in the development of the sports industry.
In a global market where sport is intertwined with fashion, media, entertainment and consumer goods, adequately protecting these intangible assets is key to driving innovation and consolidating the positioning of companies.
