Pantofola d’Oro, a Made in Italy luxury footwear brand known for reinventing the Superleggera Classic, an ultralight soccer shoe, is celebrating its 140th anniversary this year with a vast series of initiatives.
After opening its new Pantofola d’Oro concept store at Via Seneca 4 in Milan last June—its second location after the historic shop in Ascoli Piceno, its hometown—the brand is officially launching the “Fatto Su Misura” (made-to-measure) project.
Starting today, Wednesday, July 15, customers will have the opportunity to enjoy a personalized experience, finding not just a simple, extremely comfortable, and top-quality shoe, but a one-of-a-kind piece crafted to their own taste, with the perfect fit, and reflecting their personality.
Inside the store, an artisan will be on hand to guide guests through an exclusive product customization process.
Customers will be able to create their ideal pair of shoes by first selecting the finest leathers, then meticulously defining every detail of style and performance: from colors to laces, from eyelets to the inner lining, right down to choosing the most suitable type of sole. The finishing touch is embroidery on the upper, offering the option to add one’s initials, a name, or a signature.
The project was created to celebrate the brand’s strong sporting heritage in conjunction with the 2026 World Cup. The concept store also features a special capsule collection and an exhibition corner, creating a thematic link to the 1990 World Cup in Italy and paying tribute to one of that tournament’s all-time icons—Roger Milla—by presenting a limited-edition reissue of the legendary cleats worn by the Cameroonian star.
Following this launch, there will be a calendar of events, exclusive gatherings, limited-edition releases, and experiences designed to honor those who live and love soccer every day.
“In 140 years of history, football has always been at the heart of Pantofola d’Oro. It is more than a sport: it is culture, identity and connection. Many brands are doing a lot to build their credibility and create an own specific identity. We have our own authentic one built on our incredible story and vast historical archive,” said Kim Williams, CEO, Pantofola d’Oro.
“Our task is now to tell our story to the youngest generations, the 20-35-year-olds, who still don’t know us, differently from the 40-65 year-olds, who are familiar with us already,” he added.
Pantofola D’Oro was founded in Ascoli Piceno in 1886 as a small artisan workshop. Its football shoes have been worn by legendary players such as Sivori, Rivera, Mazzola, Suarez, and Altafini. The brand registered an annual turnover of €6.5 million in 2025 through sales in 400 stores worldwide and 40% from Italy, along with Germany and The UK.
The name “Pantofola d’oro” was coined by John Charles, the Welsh top scorer for Juventus soccer team, who, upon trying on the shoes, exclaimed, “They’re more comfortable than my slippers!”
The brand’s more recent history begins with Emidio Lazzarini, the son of shoemakers from Ascoli Piceno. Before taking over the family business, he had been an athlete and had traveled the world. Since his freestyle wrestling shoes had spikes and were made of extremely tough leather, he began using the softest materials available—with immediate success.
The best Italian soccer players went to him to have custom shoes made. Lazzarini applied the same care and craftsmanship to other sports as well, such as rugby, tennis, basketball, golf, and cycling.
More recently, entrepreneurs Kim Williams and Massimo Ubaldi have invested in the brand and begun reviving it by reintroducing two soccer shoe models from the 1950s, adapted for casual wear. Today, those shoes are displayed in the windows of the world’s most prestigious stores, and the Superleggera has evolved into the Superleggera 2.0, which weighs just 175 grams—perfect for soccer players and everyone else.