On Sunday, October 26, 2025, at the Wizz Air Venice Marathon, a new race toward sustainability began: the one joining esosport and Joma.
AT THE VENICE MARATHON, ESOSPORT AND JOMA KICK OFF THE RACE FOR SUSTAINABILITY
esosport’s presence across the country grows with a new and prestigious collaboration with Joma
The prestigious Wizz Air Venice Marathon, taking place on Sunday, October 26, 2025, becomes the starting point of a new race toward sustainability for Joma, a specialist in the production and distribution of sportswear, footwear, and accessories, and esosport, a brand of ESO RECYCLING. Founded in 2009, esosport is dedicated to the collection and recycling of end-of-life sports equipment: athletic shoes, bicycle tires and inner tubes, helmets, and tennis and padel balls.
On the occasion of one of Italy’s most iconic sporting events, esosport and Joma announce the launch of a collaboration dedicated to the collection and recycling of end-of-life athletic shoes.
The project is taking shape in the first Joma stores participating in the initiative: in Turin at Corso Orbassano and Piazza Carlo Felice, in Rome, and in Cambiano (TO).
An initial shoe collection point will be located at the marathon’s Expo Village on Friday, October 24, and Saturday, October 25.
A partnership that unites the world of sport and the circular economy, transforming a passion for running into a concrete gesture of environmental responsibility.
A passion for sport, expertise in the waste sector, and environmental protection are the pillars of esosport, which is present throughout Italy with its collection points for end-of-life sports materials.
At participating Joma retail locations, customers can deposit their worn-out shoes in the dedicated ESObox containers.
What might seem like waste destined for a landfill finds new life in a different form with esosport, thanks to regeneration at the ESO RECYCLING “Amato Cannara” plant in Tolentino, Marche. This facility specializes in treating sports waste, fashion industry waste, and workwear including PPE (personal protective equipment) collected through ESO’s “back to work” project.
At the ESO RECYCLING plant, new secondary raw material is created in the form of colored granules, giving life to new projects and initiatives focused on environmental sustainability, such as the creation of sports and playground flooring, tiles, and sports products.
“We are happy to launch this collaboration with Joma, a brand that shares our values of sustainability and environmental care. With this project, we want to offer athletes a simple and concrete way to give new life to their shoes at the end of their use, transforming an everyday gesture into a real contribution to the circular economy. The Venice Marathon represents the ideal place to launch this initiative.”
So stated Nicolas Meletiou, managing director of esosport.
“We are pleased to kick off a project that once again confirms Joma’s commitment to protecting the environment and caring for our planet. This collaboration will also allow us to engage our customers with dedicated incentives and discounts for those who decide to donate their worn-out shoes for recycling by leaving them in the Esoboxes at our points of sale,” adds Martina Rossetto, Communication Manager for Joma Italy.
www.esosport.it