Sometimes companies choose the right endorser for a product and sometimes they don't. Italian shoe company Lotto was one of the ones who made a very bad decision.
In April 2008, Lotto had Luca Toni endorse a new shoe to be used by Toni in Euro 2008--the Twist 'n Go. Regardless of the merits of a soccer boot with one stud that rotates, Luca Toni did not turn out to be the ideal endorser. Toni and Italia had a tournament to forget. He had 16 shots but no goals (one was called back), played 403 minutes in 4 games and was obviously highly ineffectual.
Read more on "Luca Toni Is Just The Endorser You Want"...
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