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Legendary broadcaster Bob Costas knows a thing or two about landmark sports moments—and how they were delivered to audiences. But during a recent conversation on Sunday’s Meet The Press, the veteran sportscaster acknowledged that the way fans consume sports has shifted dramatically with the rise of streaming giants and digital media platforms. Reflecting on how tech companies like Amazon, Apple, and Netflix are reshaping the sports media ecosystem, Costas said, “Sports is coming at people, if they want to access it, from so many different directions.”

He contrasted today’s fragmented media landscape with his own early career experiences at NBC’s “Game of the Week” during the 1980s. “That really was the game of the week,” he said. “Now, if you want to, you can access every game.” That abundance, however, may come at a price. Costas noted that while options have expanded, the emotional gravity of individual events has diminished.

“I think it does diminish it to some extent,” Costas said. “Everything, every sport, every game is accessible. That takes away some of the excitement.”

Costas also voiced concern over the decline in serious sports journalism. Once-heralded programs like Real Sports with Bryant Gumbel and ESPN’s Outside the Lines have either shut down or scaled back.

“A lot of sports coverage that’s not event coverage now is a bunch of people yelling at each other for an hour over a half-dozen different sports stories,” said Costas. “It’s all sound bites and arguments and clickbait stuff. And a lot of the journalism which used to be part of sports has been diminished.”

As network television’s once-dominant role wanes, Costas said it still holds influence but no longer enjoys full primacy. He candidly acknowledged the complex relationship between networks and leagues, noting that broadcasters are both partners and journalists. “It’s the only one I can think of where the buyer has to continually flatter the seller,” he said, adding that he tried to take a “judicious” approach throughout his career.

He also addressed how gambling and social media have influenced fan behavior. “So much of it is transactional now. You’ve got a bet on the game, so you have a different relationship to how that game plays out,” Costas explained. He also observed that digital platforms have created a harsher tone around sports. “There are no misdemeanors, only felonies. You lose a game, the coach should be fired. A guy goes 0-for-4, and he should be traded.”

Despite the changes, Costas remains proud of the era he came up in, calling it a bridge between the classic and modern periods of sports broadcasting. “The games I was involved in, including the Olympics, just landed differently than some things made today,” he said.

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Called the ‘IITM Alumni Fund’, the new fund will focus on pre-Series A and Series A investments, mainly in startups incubated at the institute

The fund will operate as an independent legal entity and follow standard VC fund processes. Most of the funding is expected to come from IIT Madras alumni and HNIs

Notably, IIT Madras counts the likes of electric vehicle (EV) maker Ather Energy and AI unicorn Uniphore among its alumni ventures

Indian Institute of Technology (IIT) Madras has said it plans to launch an INR 200 Cr venture capital (VC) fund to back early-stage startups, particularly in the deeptech domain. 

Called the ‘IITM Alumni Fund’, the new fund will focus on startups incubated at the institute that are seeking pre-Series A and Series A investments. The announcement was made at Sangam 2025, IIT Madras’ annual alumni event held in Bengaluru last week.

The fund will operate as an independent legal entity and follow standard VC fund processes. Most of the funding is expected to come from IIT Madras alumni and high-net-worth individuals (HNIs). 

Notably, IIT Madras counts the likes of electric vehicle (EV) maker Ather Energy and AI unicorn Uniphore among its alumni ventures. 

At the time of Ather’s IPO earlier this year, the institution made about INR 1.13 Cr by selling 35,241 shares. 

The current initiative is part of the institute’s push to back promising startups and enable the “next wave of unicorns”. 

“We aim to raise INR 200 Cr in our first fund through alumni contributions. This is an opportunity for our community to back strong startups and grow together. It also supports our vision of launching 100 deeptech startups every year under the Startup Shatam programme,” said IIT Madras director V Kamakoti.

IIT Madras claims to have already incubated over 500 startups, collectively valued at more than INR 50,000 Cr (about $6 Bn). 

Besides the fund, IIT Madras runs an Incubation Cell, which offers funding, advisory, workspaces and connections to incubated startups. 

The institute backs startups in specific areas like sports tech via groups like Pravartak Technologies Foundation and the Centre of Excellence in Sports Science and Analytics (CESSA). It infuses up to INR 5 Cr per startup, usually in exchange for a stake in the company. 

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The Coolest Class in Dubai provides participants with insulated gloves and hedgear, plus chilled towels to regulate body temperature. During the experience, gym-goers push their limits with activities like Blizzard Sprints (treadmill runs with fans for resistance and cooling,) Frosted Reps (weighted squats with ice-packed vests) and the Polar Push (sled pushes with ice blocks.) There’s also Chill Zone Recovery, featuring an inflammation-reducing ice bath.

Training in the cold isn’t a gimmick; it challenges the mind to become focused and resilient, and conditions the cardiovascular system to perform at its peak.

For athletes pushing boundaries and fitness enthusiasts demanding excellence, every stitch, seam, and fabric choice matters. In the fiercely competitive world of athletic apparel, Joma India Sportswear Innovations has emerged not just as a participant, but as a visionary leader. Born from a global legacy of Spanish sporting excellence, Joma India has meticulously carved its niche by fusing cutting-edge technology with an intimate understanding of the subcontinent’s unique sporting culture and climate demands. This commitment positions Joma India Sportswear Innovations at the forefront, delivering performance wear trusted by professionals and amateurs alike for its relentless innovation, uncompromising quality, and ability to elevate athletic potential. Their reputation isn’t built on hype, but on tangible results seen on tracks, fields, and courts across the nation.

Joma India Sportswear Innovations: Leading Athletic Performance Apparel

Joma India Sportswear Innovations represents a powerful synergy between global expertise and localized adaptation. The brand, operating under the umbrella of the Spanish powerhouse Joma Sport founded in 1965 by Fructuoso López, established its dedicated Indian arm to cater specifically to the burgeoning South Asian market. Unlike many competitors importing generic lines, Joma India focuses on designing and engineering apparel that addresses the intense heat, humidity, and diverse sporting disciplines prevalent here. This strategic focus has cemented its Joma India market position as a go-to brand for performance-driven athletes and teams.

The core of Joma India global recognition lies in its trifecta of strengths:

• Innovation: Continuously investing in fabric technology and garment engineering.
• Quality: Rigorous manufacturing standards ensuring durability and performance.
• Trust: Building long-term partnerships with national federations, clubs, and individual athletes whose successes become testaments to the brand’s efficacy.

From sponsoring elite Indian football clubs and athletics federations to outfitting university teams, Joma India Sportswear Innovations has become synonymous with professional-grade athletic support. Their products aren’t just worn; they’re relied upon to enhance speed, manage moisture, regulate temperature, and provide unmatched comfort during peak performance. This dedication has fostered immense consumer trust, making it a preferred choice for those who refuse to compromise on their athletic gear. The brand’s ability to resonate with both competitive athletes and fitness-conscious consumers showcases its versatile yet focused market position. For insights into how local brands are shaping regional sports culture, explore our analysis of emerging trends in Indian athletics.

A Deep Dive into Joma India Sportswear Innovations’ Origins and Growth

The Joma India history is intrinsically linked to the global journey of its parent company. Founded in Toledo, Spain, in 1965, Joma Sport began as a family business focused on handcrafted athletic footwear. Its founder, Fructuoso López, prioritized quality and technical performance, values that remain central to the brand’s DNA worldwide. The pivotal moment for the Indian subcontinent came decades later, recognizing the region’s massive potential and unique sporting landscape. Joma formally established its dedicated Indian operations, marking a significant milestone in its global expansion strategy.

The evolution of Joma India Sportswear Innovations wasn’t instantaneous. Initial phases focused on introducing the brand through strategic sponsorships, particularly in football – a sport with massive grassroots following. Key milestones include:

• Early 2010s: Securing sponsorships with prominent I-League and later Indian Super League (ISL) football clubs, gaining high-visibility exposure.
• Mid-2010s: Expanding beyond football into athletics, cricket training wear, and other sports, recognizing India’s diverse athletic interests.
• Infrastructure Investment: Establishing robust distribution networks and tailoring product lines specifically for Indian climatic conditions and athlete physiques.
• Acquisition of Major Federations: Becoming the official kit supplier for the Athletics Federation of India (AFI), a landmark deal solidifying its commitment to Indian sports at the highest level.

This focused approach transformed Joma India from an international import to an integral part of the Indian sporting ecosystem. Their growth mirrored the rise of professional sports leagues and increased fitness awareness nationwide. Understanding the evolution required not just selling products, but embedding themselves in the fabric of Indian sports culture – sponsoring events, supporting grassroots development, and listening to athlete feedback to drive product refinement. This deep local engagement, combined with global R&D resources, fueled their remarkable ascent. Learn more about how international brands adapt to local markets in our feature on global sportswear strategies in Asia.

Key Products and Services Shaping the Industry

Joma India Sportswear Innovations has disrupted the market with a portfolio designed for peak performance under demanding conditions. Their product offerings go beyond mere aesthetics, integrating scientific research to solve specific athletic challenges faced by Indian sportspersons. Key categories defining their impact include:

1. High-Performance Football Kits: Utilizing advanced fabrics like Joma Drymx and Joma Pro Dry, these kits are engineered for the Indian climate. Features include:
   • Exceptional Moisture Wicking: Drawing sweat away from the skin rapidly to prevent overheating and discomfort during intense matches.
   • Enhanced Breathability: Micro-ventilation structures allowing maximum air circulation.
   • Lightweight Durability: Withstanding the rigors of frequent play and washing, crucial for club and national teams.
   • Strategic Fit: Ergonomically designed for freedom of movement, reducing drag and fatigue.
2. Competition-Grade Athletics Apparel: Catering to track and field athletes, this range is a testament to Joma India’s commitment to speed and efficiency. Highlights include:
   • Aerodynamic Compression Wear: Seamless designs and compression technology to improve blood flow, reduce muscle vibration, and enhance running economy.
   • Temperature Regulation Fabrics: Utilizing Joma Thermoregulator technology to maintain optimal core temperature in varying conditions.
   • Ultra-Light Running Vests & Shorts: Minimizing weight without sacrificing support or coverage.
3. Versatile Training & Fitness Apparel: Recognizing the booming fitness market, Joma India offers extensive ranges for gym workouts, running, and general training. These best-selling products emphasize:
   • All-Day Comfort: Soft, stretchy fabrics with 4-way stretch for unrestricted movement.
   • Odor Control: Integrated antimicrobial treatments (like Joma Fresh) to keep garments fresher for longer.
   • Sun Protection: UPF-rated fabrics for outdoor training sessions.

These services extend beyond the garment itself. Joma India provides comprehensive kit outfitting solutions for teams and federations, including bespoke design, large-scale manufacturing logistics, and timely delivery – essential for major tournaments. Their focus on solving real performance problems (heat, sweat, chafing, muscle fatigue) through product offerings has significantly raised consumer expectations, pushing the entire industry towards higher technical standards and functionality-driven design.

Innovation, Technology, and the Brand’s Role in Shaping the Future

At the heart of Joma India Sportswear Innovations lies a relentless drive for technological advancement. The brand isn’t just adapting global tech; it’s actively contributing to solutions tailored for high-heat, high-humidity environments. Their innovation pipeline is fueled by significant investment in R&D, both leveraging the global Joma Sport Technical Centre in Spain and incorporating localized insights from Indian athletes.

Key areas of technology development include:

• Advanced Fabric Engineering: Developing proprietary blends like Drymx+, which offers superior moisture management and quick-drying properties compared to standard polyester, crucial for Indian summers. Research into sustainable alternatives is also ongoing.
• Seamless & Bonded Construction: Moving beyond traditional stitching to reduce chafing points, improve aerodynamics, and enhance garment durability. This technology is particularly valued in running and compression wear.
• Thermoregulation Systems: Joma Thermoregulator technology uses intelligent fabrics that react to body temperature, providing warmth when needed and cooling during intense activity. This is vital for athletes training or competing in varying Indian climatic conditions.
• Sustainable Tech: Investing in recycled materials (like polyester from plastic bottles) and exploring bio-based fabrics without compromising performance – a key focus for future innovation.

The brand’s commitment is evidenced by its pursuit and acquisition of patents related to fabric treatments, garment constructions, and manufacturing processes. Collaborations with sports science institutes and biomechanics experts, including partnerships with organizations researching athletic performance in tropical climates, further validate their scientific approach. These partnerships provide critical data to refine existing products and pioneer new ones. This dedication to R&D ensures Joma India Sportswear Innovations doesn’t just follow trends but actively shapes the future of athletic apparel, particularly for challenging environments. The International Olympic Committee recognizes the importance of such technological advancements in sportswear for athlete performance.

Global Influence and Strategic Market Expansion

While deeply rooted in India, Joma India Sportswear Innovations operates as a vital arm of Joma Sport’s extensive worldwide presence. This connection provides access to global technology, design resources, and economies of scale, while the Indian operation focuses on localization and market penetration. The brand’s international influence is amplified through its parent company’s status as a major global sportswear supplier, particularly strong in football across Europe and Latin America.

Joma India’s market expansion strategy within the subcontinent has been methodical and impactful:

• Grassroots to Elite: Building brand presence from the bottom up – sponsoring school tournaments, state-level competitions, and university leagues – while simultaneously securing high-profile deals with national federations (like AFI) and top-tier ISL clubs.
• Omnichannel Approach: Establishing a strong retail footprint through exclusive brand stores, multi-brand outlets (MBOs), and a robust e-commerce platform, ensuring accessibility across Tier 1, 2, and 3 cities.
• Diversification: Expanding beyond core team sports into running, cricket training, fitness, and lifestyle athleisure, capturing a broader consumer base.
• Export Hub: Leveraging Indian manufacturing capabilities to serve select international markets, particularly within the Asian region, showcasing the quality and cost-effectiveness of its Indian operations.

Key partnerships have been instrumental in solidifying its position. The long-term agreement with the Athletics Federation of India is a cornerstone, placing Joma India apparel on athletes competing at Asian Games, Commonwealth Games, and the Olympics. Sponsorships with major football clubs provide consistent high-visibility branding. This strategic market expansion, combining deep local engagement with global backing, positions Joma India not just as a local player, but as a significant contributor to Joma Sport’s overall international influence.

Building Consumer Loyalty and Brand Trust

Joma India Sportswear Innovations understands that in the performance apparel market, customer loyalty is earned through consistent delivery on promises. Their brand reputation rests on several pillars that foster deep trust:

• Performance Proven on Field: When Indian athletes win medals wearing Joma kits or football teams triumph in their gear, it serves as the most powerful testament to quality and functionality. This real-world validation is irreplaceable.
• Durability & Value: Consumers trust that Joma India products, while competitively priced within the performance segment, will withstand rigorous use and frequent washing, offering long-term value – a crucial factor for cost-conscious markets.
• Commitment to Fit & Comfort: Extensive research into Indian body types ensures garments fit well, reducing issues like chafing or restricted movement, directly impacting user experience and satisfaction.
• Responsive Engagement: Actively listening to athlete and consumer feedback through teams, retailers, and digital channels, and using these insights to inform product development and improvements.

Customer reviews frequently highlight the brand’s comfort in hot weather, durability, and value for money. Positive reviews often mention specific technologies like Drymx for moisture management. The brand’s association with national pride, through outfitting Indian teams on the international stage, further elevates emotional connection and brand trust. Recognition in sports industry awards and consistently positive feedback from partnered federations reinforce the brand reputation for reliability and performance. This trust translates into repeat purchases and brand advocacy, forming a solid foundation for sustained growth.

Sustainability and Corporate Social Responsibility (CSR)

Recognizing the environmental impact of the apparel industry, Joma India Sportswear Innovations is progressively integrating sustainability into its core operations, aligning with both global Joma initiatives and local environmental needs. Their CSR philosophy extends beyond compliance to proactive responsibility.

Key eco-initiatives and practices include:

• Sustainable Materials: Increasing use of recycled polyester (rPET) derived from post-consumer plastic bottles in product lines like training wear and select performance gear. Actively exploring organic cotton and other bio-based materials.
• Eco-Conscious Manufacturing: Implementing water-saving dyeing processes (like dope-dyeing where applicable) and energy-efficient technologies in partner factories. Striving for reduced chemical usage and improved wastewater treatment.
• Waste Reduction: Optimizing cutting patterns to minimize fabric waste and exploring recycling programs for end-of-life garments.
• Community Engagement: Supporting CSR initiatives focused on sports development at the grassroots level, especially in underserved communities. This includes sponsoring youth tournaments, providing equipment to schools, and promoting sports as a tool for education and social development. Partnering with NGOs focused on environmental conservation is also part of their roadmap.

While the journey towards full circularity is ongoing, Joma India’s commitment to sustainability is evident in its incremental adoption of greener practices and transparent communication about goals. Their eco-initiatives resonate with a growing segment of environmentally conscious consumers and athletes who seek performance without compromising planetary health. The focus on community sports development also underscores a holistic approach to Corporate Social Responsibility.

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Future Prospects: What’s Next for Joma India Sportswear Innovations?

The future for Joma India Sportswear Innovations is geared towards consolidation, deeper innovation, and capturing emerging opportunities. The innovation roadmap is central to their strategy for maintaining leadership:

• Hyper-Localized Product Development: Expect even greater focus on fabrics and designs specifically engineered for India’s diverse climates and regional sporting preferences. This includes advancements in cooling technologies for extreme heat and specialized apparel for emerging sports.
• Sustainability Acceleration: Scaling up the use of recycled and innovative sustainable materials across more product categories, investing in cleaner production technologies, and potentially launching take-back schemes. Integrating sustainability into the core innovation process.
• Tech-Infused Apparel: Exploring the integration of smart textiles and wearable technology (e.g., biometric monitoring sensors woven into fabrics) for elite athletes and data-driven fitness enthusiasts, in line with global trends.
• Digital & D2C Growth: Enhancing the e-commerce experience, leveraging data analytics for personalized offerings, and strengthening direct-to-consumer channels while supporting retail partners.
• Deeper Market Penetration: Expanding reach into smaller cities and towns, making performance apparel more accessible, and potentially increasing focus on the women’s sportswear segment, which shows significant growth potential.
• Strengthening Federation Ties: Aiming to secure and renew long-term partnerships with key national sports bodies and expand into new sporting disciplines.

Joma India Sportswear Innovations plans to leverage its strong foundation, parent company’s global R&D, and deep understanding of the Indian market to navigate evolving consumer demands and technological shifts. Their commitment is to not just follow the future of athletic apparel but to actively define it within the Indian context and beyond, ensuring their upcoming products continue to set benchmarks in performance and responsibility.

Joma India Sportswear Innovations has demonstrably reshaped the athletic apparel landscape in the region, proving that cutting-edge performance technology and a deep understanding of local needs are not mutually exclusive. From outfitting national heroes to empowering everyday athletes, their commitment to quality, innovation, and increasingly, sustainability, positions them not just as a market player, but as a driving force for the future of Indian sportswear.

Frequently Asked Questions (FAQs)

1. What makes Joma India Sportswear Innovations different from other sportswear brands?
Joma India stands out through its dedicated focus on designing performance apparel specifically engineered for the demanding Indian climate and athlete physiques. Leveraging global R&D from its Spanish parent company, it offers advanced technologies like Drymx moisture management and Thermoregulator fabrics, combined with rigorous quality standards and deep partnerships with national federations (like AFI) and clubs, ensuring real-world performance validation.

2. Where can I buy authentic Joma India Sportswear Innovations products?
Authentic Joma India products are available through their official website, exclusive brand stores across major Indian cities, authorized multi-brand sportswear retailers, and reputable e-commerce platforms like Flipkart and Amazon. Always check for official branding and tags to ensure authenticity and access the full benefit of their performance technologies.

3. Is Joma India Sportswear Innovations involved in sustainability efforts?
Yes, sustainability is a growing priority. Joma India is actively increasing its use of recycled materials (like rPET from plastic bottles), implementing water and energy-saving manufacturing processes, and exploring bio-based fabrics. They are on a journey to integrate eco-friendly practices across their product lifecycle and align with global Joma sustainability goals.

4. Does Joma India sponsor any major Indian sports teams or events?
Absolutely. Joma India holds significant sponsorships, most notably as the official kit supplier for the Athletics Federation of India (AFI). They also sponsor prominent Indian Super League (ISL) football clubs, various state teams, university sports programs, and numerous grassroots tournaments, demonstrating a strong commitment across all levels of Indian sports.

5. What are some of Joma India’s most popular product technologies?
Key technologies include Joma Drymx/Drymx+ for superior moisture wicking and quick drying, Joma Thermoregulator for intelligent temperature control during activity, Joma Fresh for integrated odor control, and seamless/bonded garment construction to minimize chafing and improve aerodynamics and comfort.

6. What future developments can we expect from Joma India Sportswear Innovations?
Expect continued hyper-localized innovation for Indian conditions, accelerated use of sustainable materials, exploration of smart textiles and wearable tech integration, deeper market penetration into smaller towns, a stronger focus on women’s performance wear, and ongoing efforts to secure partnerships with major national sports federations. Their roadmap emphasizes both technological advancement and accessibility.

Disclaimer: This article is intended for informational purposes only and reflects information available in the public domain at the time of writing. Brand partnerships, product specifications, and sustainability initiatives are subject to change. For the most current details on Joma India Sportswear Innovations’ products, sponsorships, or environmental policies, please refer directly to their official communications or website. Performance claims are based on brand technology descriptions and athlete endorsements; individual results may vary.