JumaFit

Juma Fit is a brand inspired by the spirit of the Tarahumara Tribe of Mexico, renowned for their extraordinary running culture and sense of community. Initially, the brand’s founder considered naming it “Tribe Running,” to convey the inclusive nature of running together. During our naming process, we discovered “Juma,” meaning “They Run” in the Tarahumara language, which perfectly encapsulated the essence of the brand. The connection deepened when the founder revealed that her favorite book, Born to Run by Christopher McDougall, celebrated the Tarahumara Tribe’s incredible running abilities and had inspired her journey. This profound connection helped shape a brand that was about fitness, community, and global impact.