Italian Sports Icon Lotto Returns To The North American Style Game

WHP Global is bringing one of Italy’s most iconic sportswear names back into the fashion spotlight. The parent company of LOTTO, a brand synonymous with Italian craftsmanship and soccer style, announced a new licensing partnership with Pure Cotton Global Group. This partnership is to design, manufacture, and distribute a fresh lifestyle apparel line across the U.S. and Canada.

The first collection — aptly named the “Starting 11” — dropped today on LOTTOSport.com. It marks LOTTO’s most significant North American relaunch to date.

A Legacy Reimagined

Founded in 1973 in Trevignano, Italy, LOTTO carved its identity through decades of sport — from soccer pitches to tennis courts. It outfitted elite athletes and everyday players with a distinctly European flair. The brand became a recognizable part of U.S. sports culture throughout the 1980s and 1990s before retreating from the lifestyle scene in later years.

Now, with streetwear and soccer-inspired fashion driving modern culture, LOTTO’s return feels perfectly timed. With the 2026 World Cup set to take place across North America, the fusion of sport and style is reaching new momentum. It opens doors for heritage brands like LOTTO to reintroduce their archives to a new generation.

The Starting 11 Capsule

LOTTO’s debut capsule embodies what fans loved about the brand — athletic authenticity elevated with contemporary design. Think tees, hoodies, track jackets, joggers, and shorts. These are all reinterpreted through premium fabrics, updated fits, and the brand’s signature double-diamond logo.

This drop blends nostalgia with innovation, balancing the technical DNA of sport with the relaxed attitude of streetwear. The name “Starting 11” nods to soccer’s core lineup — a symbolic kickoff for LOTTO’s new era.

Building the North American Comeback

According to Margaret Kivett, EVP of Athletic Vertical at WHP Global, the relaunch arrives at “a moment when soccer-inspired fashion is driving culture.” With Pure Cotton Global Group leading design and distribution, LOTTO gains a strong retail foundation. This foundation is anchored in quality manufacturing and market insight.

“LOTTO has been a beloved brand in the world of soccer for more than 50 years,” Kivett said. “We’re excited to build a strong platform together for LOTTO’s growth in the fashion sector throughout the U.S. and Canada.”

Paula Brunson, President & CEO of Pure Cotton Global Group, added that the collaboration aims to reconnect with North American consumers. These are the consumers who “value quality, heritage, and a brand with a meaningful cultural connection.”

What’s Next

The Starting 11 collection is available now exclusively at LOTTOSport.com. A broader retail expansion is planned for 2026 through specialty, sporting goods, and department store partners.

As global attention turns toward North America in the lead-up to the World Cup, LOTTO’s reentry comes at the perfect intersection of sport, fashion, and nostalgia — capturing the essence of Italian design while speaking to the modern streetwear consumer.

Follow @lottosportus on social channels for launch updates and upcoming drops.