Lotto Sport Italia is an Italian sportswear manufacturer established in 1973 in Montebelluna, Italy. It manages five brands and is distributed in over 60 countries. Lotto exemplifies characteristics of "Made in Italy" as it was founded by the Caberlotto family, utilizes the territorial know-how of Montebelluna which is a center for footwear manufacturing, and focuses on high craftsmanship and innovative technologies in its product design. Lotto sponsors athletes to embody its spirit of using design to improve product performance and comfort for customers.

1. Tesina by Jean-François Kantke
November 2012

2. Summary
What ”Made in Italy” means
Case study : Lotto Italian Sport Design

3. Lotto Sport Italia
• Italian sportwear manufacturer
• Distributed in more than 60 countries
• Established in 1973 in Montebelluna, Italy
• Lotto Sport Italia manages five brands
• Took over in 1999 by a group of local business people
specialized in the sport area

4. ”Made in Italy”
Family Story → Companies created and managed by a
family (examples: Bvlgari Family, Gucci Family)
Territorial Know–How → Exploitation of a territorial
know-how
(example: Murano and glassmakers)
Genio italico → Based on high craft
and high technologies
Humanism → Man is at the centre at the design process

5. A Family Story
Lotto is created in 1973 by Giovanni Caberlotto and its
two
brothers Sergio and Albero
Giovanni Caberlotto was the
president of the Treviso Football
Club
After he died in 1997, his wife
Adriana managed the company
until its selling in 1999

6. A Territorial Know-How
• Lotto is born in Montebelluna, the world center of
footwear
manufacturing
• 30.000 inhabitants
• 3/4 of the world production
of ski boots
• Fila, Northwave, Geox,
the kybun Corporation,
Diemme, Stonefly and Scarpa

7. Montebelluna Shoemaking
Middle age : 10 shoemakers
In Montebelluna
Napoleonian Empire
(1804 – 1848)
From 12 (1808) to 36
shoemakers(1840)
Second Industrial
Revolution (1870)
55 shoemakers (1873)
Products for
Woodcutters and
Moutain people
XXe century
Democratization of
Winter sports
(+200 shoemakers)

8. Genio italico
• Lotto uses high crafts and new technologies to create
innovative products that facilitate customer life
• A design based on a ”Less is More” approach
• Lotto products embody the Italian style

9. Example : Lotto Zhero Gravity
Football Boot
Twist'n'Go: It makes the change of
direction easier and reduces the risk of
injury as ankle sprain
ReactiveArch: It ensures protection to the
ankle and reduces trauma due to the
impact with the ground when runnning
(patented technology)
The first Laceless football boot in the world.
Its aerodynamic shape give a maximum of
sensitivity when controlling the ball

10. Humanism
Use of Icons: Lotto sponsors great athletes as football and
tennis players even national teams who embody Lotto
spirit
Designed by people for people

11. Conclusion
• “Made in italy” is about a vision Aesthetically
corresponding to the italian style, mode and elegance
• Innovate through new
technologies to improve
its conforts and performance
• This is a mix between the idea
of the designer (genio italico and
the know-how of the producer (territorial knowledge) that
create high quality product