Lotto – the sports lifestyle brand from the Italian company Lotto Sport Italia – which specializes in production of sports footwear and clothing – has launched Everride II. This latest running shoe is driven by the innovative Adapto Memory Foam (AMF) technology.
The Everride II was developed in Lotto’s footwear research lab and is not only light and easy on foot but also packed with performance features.
The shoe has a PU and nylon mesh upper which substantially decreases the weight of the shoe and ultimately helps improve the nimbleness. Apart from the agility features the technically advanced upper is built with Dry out technology (DOT) which increases its breathability.
The Everride II is powered with AMF, a technology which adjusts according to a wearer’s sole, thus creating maximum comfort and providing utmost support to the feet. This soft insole moulds according to the wearer’s foot which provides unbelievable comfort, ultimately relieving pressure off the heel.
The insole has got long cushion memory which gets back into shape after each use. AMF provides maximum comfort from the very first use and is ready for all user types. The heat sealing along its perimeter provides maximum resistance over time, thus keeping intact the quality and minimizing wear and tear.
The AMF sole is very light, as it is made up of a polymer compound with particular density. The insole is designed in a manner that it can even endure the wear and tear of a machine wash.
The shoe is designed keeping in mind the Athleisure trend which hits a balance between exercise and routine life. Everride II can be worn both while jogging out in the open as well as in the gym.
With this latest release, Lotto’s commitment towards running enthusiasts continues at all levels, from beginners to professionals.
Brand Evolution
Born from the last part of the name of its founders, the brand name Lotto is now synonymous in the sports world with technological research and design innovation. The accompanying double lozenge figure representing two partially overlapping playing fields is a clear sign of company policy, committed from the beginning to soccer and tennis, and of an innate inclination towards active sport.
The Lotto logo was created in 1973. Since then very few and only slight graphic variations have been made, thereby ensuring continuity of the brand image and maximum recognisability over the years.
The Next Phase
In June 1999 the Company was taken over by a group of local business people who were already very active in the sports segment. It was headed by Andrea Tomat, who took on the role of President and CEO of the new company, which was renamed Lotto Sport Italia S.p.A.
The new ownership’s objective was to exploit the brand’s strengths – dynamism, innovation, quality, Italian design and a real passion for sport – combined with its increasingly painstaking and effective customer service.
Today, the performance segment has been strengthened, in line with the new corporate mission. Special focus is given to footwear and technical clothing for football and tennis, also supporting the brand’s worldwide leadership with products that are right on the cutting edge in terms of innovation and design.
In parallel, based on production, technical and stylistic know-how, an idea has been developed for men’s and women’s leisure clothing and footwear with a sport-inspired image and taste in terms of the selection of fabrics, colours and styles.
Technical underwear, home textiles, stationery, body care products, socks, eyewear and watches with Lotto branding are also manufactured and distributed under licence by third-party companies.
The India Chapter
Sports Lifestyle Pvt. Ltd. is the licensee of Lotto Sport Italia in India.
Based in New Delhi and employing over 100 people, Sports Lifestyle was founded in July 2007 by Lalit Kishore and associates. A spin-off of the SSIPL group, a leading pan India player in international apparel and footwear brands management, Sport Lifestyle has a team of professionals with wide and long term experiences spanning the entire value chain – from manufacturing to distribution, licensing & retailing.
The company has been responsible for the re-launch of Lotto brand in India making it available country-wide, recently also through over 70 high image stand-alone mono-brand stores and presence in over 200+ MBO’s like Shopper’s stop, Reliance Footprints, Spencer’s, Central, Pantaloons, and Planet Sports. Apart from this there is a strong distribution network which caters to a large no of MBO’s, through sub licensee partners.
Sports lifestyle has signed a 15 year extension deal with Lotto Italia effective from Jan 2011. This is possibly the longest ever deal signed by any international brand in India, thus indicating the confidence and belief Lotto Sport Italia has in the Indian market along with the satisfaction of the strategy, execution and strength that we demonstrated through the last few years of our working relationship with them.
Everride II was developed in Lotto’s footwear research lab and is not only light and easy on foot but also packed with performance features.
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