WHP Global and Pure Cotton Group Revive LOTTO Brand as a Trendy Lifestyle Icon in North America

LOTTO Reimagined: The Comeback of an Iconic Brand

WHP Global, known for managing iconic brands, has recently forged a licensing agreement with Pure Cotton Global Group to rejuvenate LOTTO, the famed Italian sports label. This initiative is set to bring LOTTO back into the spotlight in the U.S. and Canada with a fresh lifestyle apparel line that resonates with contemporary trends. The launch of this stylish collection is celebrated today with the premiere of items available at LOTTOSport.com.

A Rich History

Founded in 1973, LOTTO has its roots firmly planted in the sports world, especially resonating with soccer enthusiasts throughout the '80s and '90s in North America. Known for its commitment to quality and its memorable double-diamond logo, LOTTO has long been a favorite among athletes and fashion-conscious consumers alike. As we see a surge in soccer's popularity, particularly with the impending excitement of the 2026 World Cup, this revival comes at an opportune time.

The initial product drop features the “Starting 11” collection—a modern twist on streetwear that channels LOTTO's vibrant football heritage. This includes an array of items like tees, hoodies, track jackets, joggers, and shorts crafted from premium fabrics that promise a fresh fit and feel. Each piece aims to blend comfort with style while encapsulating the brand's storied past.

Strategic Partnership

Margaret Kivett, EVP of Athletic Vertical at WHP Global, expressed her enthusiasm about re-launching LOTTO, highlighting the brand's deep connection to soccer and the cultural wave of soccer fashion. She mentioned, "LOTTO has been a beloved brand in soccer for more than 50 years, and its return to the North American lifestyle market comes at a moment when soccer-inspired fashion is driving culture."

The partnership with Pure Cotton Global Group is crucial, as their expertise in manufacturing and retail aligns seamlessly with LOTTO's refreshed vision. Paula Brunson, President and CEO of Pure Cotton Global, emphasized the brand's iconic status and the memorable moments associated with it in sports. She remarked, "We are excited to partner with the WHP Global team to bring back such an iconic sports brand rooted in unforgettable moments."

The Future Looks Bright

The initial drop is merely the beginning. With plans for broader retail expansion in 2026 that will introduce LOTTO products to specialty stores, sporting goods retailers, and department stores, the brand is poised to reclaim its former glory within both the sports and fashion industries. Consumers can expect more updates and future releases through the brand’s social media, where they can follow @lottosportus.

Having gained traction in over 100 countries, LOTTO is more than just a brand; it’s a legacy celebrated by professional soccer teams and athletes. Its innovative approach in footwear, apparel, and accessories has made LOTTO a household name among sport enthusiasts and fashion aficionados alike. The brand has previously adorned the feet of soccer legends like Dino Zoff and tennis greats such as Martina Navratilova, marking a significant legacy in both sports.

In summary, the collaboration between WHP Global and Pure Cotton Global Group marks an important milestone for LOTTO as it evolves into a lifestyle brand that embodies quality, heritage, and a strong cultural connection. The reintroduction of LOTTO into the North American market is not just a revival; it is a celebration of sports, heritage, and modern lifestyle.

To learn more about LOTTO's latest offerings, visit lottosport.com and stay tuned for more exciting updates ahead.