The Spanish brand Joma has incorporated Cristina Pedroche as the new ambassador of its line Barefoota collection of respectful footwear that promotes the natural movement of the body and is committed to a more authentic experience when walking or playing sports.

Pedroche, publicly linked to the world of physical well-being and sustainability, thus becomes the strategic image of a category that is gaining prominence in the sports footwear and lifestyle market. The line Barefoot It is not intended to replace traditional footwear, but rather to offer an alternative that respects the anatomy of the foot, without artificial reinforcements, high heels or rigid structures.

“It is not about choosing a single path, but about having the option to move without limits”explained the presenter when announcing her collaboration with the brand.

Joma’s proposal for your Barefoot focuses on concepts such as freedom of movement, body connection and authenticity, principles that connect with a new generation of consumers interested in more conscious lifestyles. The alliance with Cristina Pedroche, recognized for her media impact and her personal commitment to sports and health, responds to the need to expand the reach of the barefoot beyond the specialized niche.

From Joma they highlight that each model in the collection has been designed to “connect with the naturalness of each movement”combining technical innovation with functional design. Furthermore, the campaign – which has been created in-house – seeks to reinforce the differentiation of its two product lines, traditional and barefootand highlight the diversity of its catalog.

The advertisement represents a strategic evolution for the brand, which has opted for a highly visible figure to position itself in an emerging segment of sports footwear. The campaign is accompanied by audiovisual material and graphics focused on Pedroche as the protagonist, and will be deployed on digital media and social networks in the coming weeks.