Introduction
Lotto began in June 1973, and tennis became its starting symbol. Then it entered basketball, volleyball, track and field, football and all kinds of sportswear. In the first ten years, the Lotto market was concentrated in Italy, becoming a referential symbol of sports and one of the leading enterprises in the tennis field. In 80s, Lotto achieved its original soccer shoe model and began successful cooperation with internationally renowned sports teams and athletes: John Newcombe, Andrei Gomes, Jose Luis Clerc, and Ruud Gullit in the field of football, which made the company a leader in tennis and football. In the same period, the company began to develop foreign markets, laying a solid foundation for today's achievements. In 1999, the new CEO and President, Mr. Andrea Tomat, renamed the company Lotto Sport Italia. Its goal is to explore the advantages of the brand and integrate it with the growing customer service quality. The advantage of Lotto brand is that it is full of vitality and innovation, good quality, unique Italian style and a real passion for sports. Today, the new mission of Lotto is to focus on the technical performance of shoes and clothing in the field of football and tennis, and to become a world famous brand through advanced technological innovation and design. In addition, Lotto also developed casual clothing and footwear for men and women, and promoted its logo from third parties to the license for spectacles and sportswear. Today, Lotto's products, stores and franchise chains are sold in 80 different countries through private stores and shopping malls with specialized sports products. The company also pays special attention to the development of pre street stores and flagship stores, which have been widely implemented both in Italy and abroad. Italy Lotto sporting goods was founded in 1973 by the Lotto family in the world footwear manufacturing center, Montebelluna in northern Italy. In its first ten years, the company's strategy focused on manufacturing tennis shoes and tennis apparel, and initially sponsored some of the big tennis stars in the professional tennis tournament, such as Becker, Thomas Muster, Andrea Gaudenzi and so on. This strategy enabled the company to achieve its initial success in Wimbledon, the US Open and the French Open. In 80s, Lotto widened the scope of its operation, instead of throwing itself into the manufacture of soccer shoes and football clothes, and competed with the small businesses of the same type. The earliest spikes were born during this period, and the sponsorship contracts with famous players and clubs were also signed, including Dino Zoff, Ruud Gullit, Zvonimir Boban, Clarence Seedorf, Cafu, Andriy Shevchenko; clubs include Milan, Holland national team, Empoli, Juventus, Chievo and Royal Sara's club. Lotto's products are well known for its excellent quality, innovative style and high technology content. This is also a key factor for Lotto to establish reputation in professional and amateur competitions around the world. Each product of Lotto has permeated the symbol of victory. This symbol also made Lotto a leading manufacturer in the field of soccer, Futsal, tennis apparel and footwear. Since the late 80s, Lotto has created men's casual wear series, children's shoes and so on. It is these clothes that convey the message of leisure life even the most fastidious consumers. Sponsorship projects have always been the key to success in the history of Lotto, and this tradition has continued to this day. In the field of football, Lotto signed the top player Andriy Shevchenko respectively, the World Cup winner Brazil team leader Cafu, Holland star Clarence Seedorf. Similarly, Lotto has also sponsored many strong teams, from Italy's Palermo football team to Siena football team and Chievo Verona football team, from Germany's Borussia Monchengladbach to Mainz.
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