Lotto was established in 1973 by the Caberlotto family (who were the owners of the football team F.C. Treviso) in Montebelluna, northern Italy, the world center of footwear manufacturing. In June 1973, Lotto made its debut as a sports footwear manufacturer. Tennis shoes signaled the beginning of production, followed by models for basketball, volleyball, athletics, and football. Sports clothing was the company's next venture. In the first ten years, Lotto focused on the Italian market. During its first decade, corporate strategy concentrated on making tennis footwear and clothing and early on sponsored big names from the professional tennis circuit (Martina Navratilova, Boris Becker, Thomas Muster, Andrea Gaudenzi).