At Pitti Uomo, Andrea Tomat, president and CEO, Lotto Sport Italia, spoke about Lotto—an activewear and sportswear brand founded in 1973 in Montebelluna, in the heart of the Veneto footwear district—and the market challenges the company aims to tackle.
In addition to being one of Italy’s most recognized brands on the international sports scene, it is expanding globally through various projects, not least its collaboration with H&M designed to celebrate the ongoing World Cup.
The brand, known for its debut in the tennis footwear sector, soon became one of the most widely worn brands for basketball, volleyball, track and field, and soccer.
The company’s name is recognizable thanks to its double-diamond symbol—conceived as a visual fusion of a tennis court and a soccer field—and serves as an emblem of passion, respect, and fair play.
Lotto has accompanied legendary champions such as John Newcombe, Dino Zoff, Martina Navratilova, Cafu, and Francesca Schiavone in some of the most memorable feats in world sports, and has outfitted more than 15 soccer clubs and over 200 professional soccer players.
Tomat spoke about the brand’s new projects, such as the 20th anniversary of the launch of Zhero Gravity, the first laceless soccer shoe, as well as how Lotto aims to continue being synonymous with Italian excellence in sports, offering performance, authenticity, and style—not only in Italy but also around the world.
According to market sources, the company closed out 2025 with revenue of €32.9 million, up from €30.23 million in 2024.
How was the latest edition of Pitti Uomo?
This June 2026 edition was particularly valuable for the quality of the discussions. In general, we sensed a very concrete focus on the product, with buyers who were more selective but also more focused.
The feedback for us was positive; our heritage and our reinterpretation of our sneaker models have garnered growing interest, especially internationally.
Pitti therefore remains a key event not only commercially but also for gauging the market, and in this sense, the signals we’ve picked up align with the direction we’re taking.
What is the market sentiment?
The attitude remains cautious, but there’s a focus on proposals that are stimulating and consistent with the economic situation. The overall context continues to influence purchasing decisions, with demand becoming less impulsive and more rational.
At the same time, there is a growing focus on the product itself: authenticity, quality, and consistency are once again taking center stage.
This type of scenario offers good growth potential for brands with a solid history, such as Lotto, because they provide clearer points of reference during a period of uncertainty.
Among your new projects, you’ve recently launched a collaboration with H&M. How does this project fit into the context of your brand and your strategies?
The collaboration with H&M builds on our previous experiences and reflects an attitude of openness and exploration toward different audiences. It’s consistent with our approach, which involves engaging in dialogue across different contexts while keeping our identity at the core.
The capsule collection offers a complete range, including apparel, footwear, and accessories, for a total of about 30 products.
The project has a global scope, and H&M has leveraged the Lotto brand’s immense popularity worldwide to drive widespread distribution across its retail network in numerous countries. The partner seized the opportunity presented by the 48-team World Cup to launch a global campaign.
The new Lotto Leggenda S/S 2027 collection features reimagined designs. How important is heritage to your brand?
In our case, heritage isn’t just a narrative element, but a concrete foundation from which to build: we’re talking about over fifty years of real-world experience in sports, which have created an archive that’s unique in its depth and credibility.
The s/s 2027 collection stems from this awareness: historic models are not simply reissued, but reinterpreted while keeping their design identity intact. It is a process that begins with authentic content, not aesthetic references.
Herein lies the difference: we can draw on our past because it is a past that has had a tangible impact on the field. The point is not to choose between the past and the future, but to bring them together: innovation has value when it remains anchored to an authentic history.
The year 2026 marks the 20th anniversary of Zhero Gravity, the first laceless soccer shoe launched by Lotto in 2006. What does this anniversary mean to you?
This anniversary represents a significant milestone because it concretely demonstrates the role Lotto has played in the evolution of soccer products.
The “Laceless” was an innovation introduced ahead of the market, which redefined a design approach later adopted by the industry’s leading players. It is a clear example of how Lotto has helped drive change, rather than simply following it.
Twenty years later, it remains a current benchmark for how we operate: developing functional solutions capable of having a real impact on performance and product evolution.
WIthin the World Soccer Cahmpionship we are launching Lotto Solista 100 Gravity, the most advanced performance model made with a singke 3D knitwear structure that guarantees miximum lightness, aerodynamicity and flexibility.
How is Lotto doing?
We have demonstrated a strong ability to adapt, even in a complex and constantly evolving environment. Our outlook for 2026 is focused on balanced growth, driven primarily by international expansion and the strengthening of certain key categories such as lifestyle and children’s products.
Lotto can count on a strong international presence, with markets that continue to respond positively, thanks in part to a long history of operations in Asia, India, South America, and Africa—a presence currently bolstered by significant new partnerships.
At the same time, the digital channel is playing an increasingly important role, not only as a sales driver but also as a tool for direct engagement with consumers, in a manner that is increasingly integrated with traditional retail.
Do you have any plans for monobrand stores and/or initiatives to promote the brand?
Retail is evolving: it is no longer just a point of sale, but a space where the brand must be told and understood.
That’s why we’re currently focused on working on direct digital distribution and through operators in this market.