Lotto Sport Italia has appointed PT Mitra Adiperkasa Tbk (MAP) as its exclusive licensee for Indonesia until the end of 2010. Lotto Sport Italia aims to launch the brand in Indonesia and to establish itself as a “leading sports brand,” particularly surrounding the World Cup this year. The objective is to reach sales of $15 million in 3 years, a 10% international sports brand market share. 65% of sales are estimated from footwear and 35% from apparel, and to double sales in 5 years.
To meet this goal, Lotto Sport Italia and MAP have devised a product strategy that will offer Italian design, superior technology and style in sport performance and leisure products. The product lines will include international models as well as a special collection, specifically tailored for the Indonesian market, with a distribution through MAPs extensive multi-tier retail network of Planet Sports, The Athletes Foot, Sport Stations, Soccer Stations, SOGO and many other independent sports retailers throughout the Indonesian archipelago.
On the occasion of the new license agreement, Lotto presented also in Indonesia the Zhero project and in particular Zhero Gravity, the worlds first laceless football boots. Three years of intensive research to complete a product that is absolutely unique and which will be at centre stage of the coming World Cup 2006 in Germany.
“I am delighted to introduce Zhero Gravity in tandem with the launch of the brand in Indonesia”, said Andrea Tomat, President of Lotto Sport Italia. “Lotto is proud to be the pioneer in the football boot field. This revolutionary product is absolutely unique in the world and it emphasizes our strong commitment to constant innovation. The 2006 World Cup in Germany is Lottos project for football and the planned investment for this event is considerable.”
“Indonesia is a huge potential market for soccer”, added Andrea Tomat, “and PT Mitra Adiperkasa Tbk are clearly the leaders in marketing, sales and distribution. We believe that MAP's competence in local market knowledge combined with Lotto's Italian design and technology will create a winning market edge”.
MAP Director Michael Capper said “one of MAP's key goals in 2006 is to enter the soccer market and we are delighted to sign a unique agreement with Lotto, one of the worlds most iconic sports brands. Soccer penetrates all sectors of society in Indonesia and this matches with our own internal philosophy to reach “The Heart of Sport” in our country by providing products customized to local market requirements with Italian know-how at all levels of price”.
