In 2022, Lotto started a strong expansion drive on the US market, after inking a deal with investment fund WHP to distribute its products via Dick’s Sporting Goods, one of the USA’s leading sport apparel and equipment omni-channel retailers. Lotto has become a primary partner of Dick’s Sporting Goods for the football and tennis shoes categories.
“In the USA, football [as in soccer] is extremely popular and widely practised. It’s the country’s fourth most popular sport after American football, basketball and baseball. The United States Soccer Federation has as many registered players as those registered in the whole of Europe!” said Tomat.
“Interestingly, in the USA soccer is regarded as a genuinely unisex sport, and its practice is strongly encouraged because it’s consistent with the essential requirements for an active lifestyle, especially for the very young: it’s an entry-level sport in many schools, a team sport, it’s not dangerous, and it helps optimise the psychomotor development of children. Our range is highly appreciated, to the point that we can compete with a giant like Nike,” he added proudly. The Dick’s Sporting Goods deal means that Lotto, besides supplying Italian-designed and manufactured products, is also licensed to develop a range of soccer-related accessories that will enable the brand to further boost its market presence. Lotto’s soccer range was first introduced in the USA with the summer 2023 collection, and the tennis range will follow in summer 2024.
From an initial 250 addresses, Lotto’s retail footprint is expected to reach 800 in a matter of a few seasons, and the 2026 Football World Cup, which will be hosted by the USA together with Canada and Mexico, will be the ideal opportunity to tap the brand’s great potential on this key market. In the USA, Lotto is also planning to deploy the Leggenda (legend) project, a contemporary take on some of the brand’s iconic sneakers worn by sporting greats in the 1970s and 80s. Lotto is planning to introduce the line on the US market in the second half of 2024.
