A 50-year journey of iconic moves

For 50 years, Lotto hasn’t just been a brand—it’s been the game-changer in sports and everyday style. Born on sunny courts of Italy in 1973, Lotto’s brand journey is packed with wins, cool sneakers, and moments that make you want to lace up and go for it. Whether you’re an athlete chasing goals or just someone who loves rocking sneakers that actually perform (and look great doing it). We’re taking you on a fun stroll through Lotto’s history, so you get why Lotto still scores big, and how you can step up your own game with sneakers that are built to move with you, everywhere. 

Where It All Began

The Lotto history began in 1973 in Montebelluna, Italy—the heartland of sports footwear. Lotto launched with tennis shoes, but the iconic double diamond quickly found new ground. From tennis whites to football boots, basketball sneakers, and track spikes, Lotto had footprints everywhere.   

But it wasn’t just about shoes. It was about the play. grit. Legends like John Newcombe, Tonino Zugarelli, and Italy’s own Dino Zoff weren’t just wearing Lotto, they were making history in it. By the time Zoff lifted the 1982 World Cup, Lotto had laced its way into the hearts of champions. 

That moment wasn’t just a highlight in world football, it marked one of the early Lotto brand milestones.

1980s: From Fields to Fame

The ’80s were a big decade for Lotto. Football icons like Ruud Gullit and Carlo Ancelotti strutted in Lotto boots and helped push the brand into the spotlight. By the end of the decade, Lotto wasn’t just Italy’s pride, it had gone international, conquering more than 60 countries.

Peak Performance Era: Lotto Truly Served the Rizz 

Lotto served some serious heat in the ’90s. The brand became the footwear of choice for tennis legends like Martina Navratilova and Thomas Muster, who claimed victory in the French Open title in 1995.

But the fire didn’t stop there. On the football field, Lotto boots stepped into some of the decade’s most iconic moments. AC Milan’s 1994 European conquest? All in Lotto. Croatia’s unexpected rise to third place at the ’98 World Cup? Lotto had a foot in that success too. The ’90s weren’t about following trends for Lotto, they were about setting them, another chapter in the ever-evolving Lotto brand journey.

No Laces, No Limits: Lotto Enters Beast Mode

In 2002, Lotto wasn’t just on the sidelines, Brazil’s Cafu proved you can’t win without style and performance, sporting Lotto boots all the way to World Cup glory. Then came 2006 and Lotto’s mic-drop moment: the Zhero Gravity, the world’s first laceless football boot. No laces, no fuss, just pure magic underfoot. This wasn’t just innovation; it was a revolution players couldn’t ignore.

Sneakers + Street Cred = Lotto Level Up

The 2010s? Lotto stepped off the pitch and onto the runway. Francesca Schiavone and Joan Capdevila brought trophies home, while Lotto collaborated with Milan Fashion Week and got a nod in the ADI Design Index for the Zhero Gravity VII. On the field, teams like AC Monza and Sevilla FC kept the wins coming. Off the field, Lotto scored with campaigns like the “United for Peace”match  because scoring for a cause? Now that’s a power play.

The Lotto brand journey kept evolving, striking a balance between performance and purpose.

Not Just in the Game—Still Running It

Half a century in, and Lotto’s still sprinting ahead, striking the perfect balance between sport and street, celebrating a legacy built on passion, performance, and pure joy.  

From timeless classics to sleek Italian designs, Lotto continues to inspire athletes, trendsetters, and anyone who simply loves a great pair of sneakers. The brand truly has something for everyone. And honestly? It feels like Lotto is just getting started.

Half a Century In, and Still Kicking.

Lotto’s 50th anniversary isn’t a conclusion, it’s a kickoff. With daring new designs, a legacy of innovation, and a heartbeat that echoes from locker rooms to runways, Lotto charges ahead with the same energy that sparked it in ’73.  

Because when sport is your soul, and style is your language, the final whistle isn’t the end—that’s just a cue for the next big play.

Cheers to 50 years of bold design, unstoppable energy, and game-changing moments—and to many more chapters in the Lotto legacy still to be written.