On Sunday, October 26, 2025, at the Wizz Air Venice Marathon, a new race toward sustainability began: one that brings together esosport and Joma, an international brand specializing in sportswear, footwear, and accessories.
The collaboration was born with a concrete goal: to collect and recycle end-of-life sports shoes, transforming them into new resources through ESO RECYCLING’s recycling processes. The project kicked off during the marathon’s Expo Village on October 24 and 25, with the first collection point dedicated to worn-out shoes.
The first Joma stores participating in the initiative are located in Turin (Corso Orbassano and Piazza Carlo Felice) and Rome. In the participating Joma stores, athletes can now drop off their shoes in the dedicated ESObox containers, contributing to a virtuous circular economy cycle.
The collected footwear will be regenerated at the “Amato Cannara” plant in Tolentino (Marche), where colored granules are produced for the creation of sports and playground flooring, as well as other sustainable products. This partnership makes it possible to transform a passion for running into a concrete gesture of environmental responsibility.