Atletica

Atletica is Mexico's answer to the question "what if a local brand took on the giants?". Founded in July 1994 in Jalisco by José Martínez Ramírez, one of the country's great textile industrialists, it had what its national rivals lacked: its own factory and homegrown technology, with names like Vapor-Ice and No-Odor years before that became a global trend. It started in 1995 with Atlas and Tecos and at its peak achieved what Nike, Adidas and Puma never managed in Mexican football: dressing up to twelve first division clubs in a single season, from champions Toluca to Santos, from Pachuca to Chivas. Only América, Cruz Azul and Pumas escaped it. It dressed the Mexican national team at the 2002 World Cup and the Olympic Committee from Sydney 2000 to London 2012, including Mexican football's historic Olympic gold. The overwhelming arrival of the multinationals pushed the brand into the shadows, but the story was not over: in 2025 the founding family's third generation relaunched Atletica, with a store in Guadalajara and reissues of iconic jerseys on the way to the 2026 World Cup. The Jalisco giant was only resting.