Italian sportswear brand Lotto is preparing for a significant relaunch in North America, with plans to re-establish itself in the United States and Canada through a new lifestyle apparel licensing agreement, industry sources report.
The relaunch comes as the brand’s owner, global brand management firm WHP Global, has entered into a partnership with Pure Cotton Global Group to design, manufacture and distribute a lifestyle apparel line across the North American market. The deal marks Lotto’s most ambitious fashion-oriented expansion in the region to date.
Under the agreement, the inaugural collection – dubbed the “Starting 11” – has already debuted online on LOTTOSport.com. It features tees, hoodies, track jackets, joggers, shorts and other streetwear pieces that reinterpret Lotto’s football heritage through modern fits, premium fabrics and the brand’s signature double-diamond logo.
Margaret Kivett, Executive Vice-President of the Athletic Vertical at WHP Global, described Lotto as “a beloved brand in the world of soccer for more than 50 years”. She added that the timing of its North American lifestyle market return is particularly favourable given the burgeoning interest in soccer-inspired fashion and the build-up to the 2026 FIFA World Cup. Kivett also praised Pure Cotton Global Group’s manufacturing expertise and retail insight, expressing confidence in a strong platform for Lotto’s growth in the fashion sector across the U.S. and Canada.
Paula Brunson, President and Chief Executive Officer of Pure Cotton Global Group, said she was delighted to be working with WHP Global to reintroduce Lotto to North American consumers. She added that the partnership aims to reconnect the brand with customers who appreciate quality, heritage and a culturally resonant identity.
Broader retail expansion is expected in 2026, with plans to extend distribution beyond the brand’s online store into specialty outlets, sporting-goods retailers and department stores throughout the region.
Lotto, founded in Italy in 1973, enjoyed widespread recognition in the U.S. during the 1980s and 1990s. The latest initiative seeks to capitalise on the growing influence of global sport on modern streetwear and bring the heritage brand to a new generation of North American consumers.
