Explore the latest endeavors of Lotto, the esteemed Italian sportswear brand, as President and CEO Andrea Tomat unveils exciting developments at the Pitti Uomo 105 menswear show.
In a strategic move in 2022, Lotto entered the competitive U.S. market through a strategic alliance with investment fund WHP, securing distribution channels with the renowned Dick’s Sporting Goods. Lotto now holds a prominent position as a primary partner for football and tennis shoes. With soccer gaining immense popularity in the U.S., Lotto proudly competes with industry giants like Nike, capitalizing on the country’s growing enthusiasm for the sport.
Tomat underscores the significance of soccer in the U.S., emphasizing its unisex appeal and Lotto’s success in offering Italian-designed and manufactured products. The collaboration with Dick’s Sporting Goods extends to licensing for soccer-related accessories, fortifying Lotto’s footprint in the market. The brand anticipates expanding from 250 to 800 addresses, introducing the Leggenda project—a contemporary interpretation of iconic sneakers from the 1970s and 80s—in the U.S. market by the latter half of 2024.
Lotto is making noteworthy strides in sustainability with the introduction of ‘Ooh!,’ its inaugural ecological sneaker model, to the Italian market. This tennis-inspired shoe incorporates sustainable materials, featuring a sole crafted from recycled tennis and padel balls and an upper utilizing waste from apple processing. The brand’s commitment to sustainability is reinforced by ACBC, a Milan-based consulting firm specializing in sustainability.
Amid a significant organizational transformation, Lotto strives for equilibrium between product lines and retail channels. The brand eyes European expansion with recent distribution partnerships in Denmark and the DACH market (Germany, Austria, Switzerland). Globally, Lotto aims to grow both its sportswear and lifestyle/leisurewear categories, with a particular focus on the flourishing women’s range.
While Lotto expands internationally, it maintains a robust presence in Italy, where design, production, and retail operations are centralized, contributing to 25% of the brand’s overall revenue.
