WHP Global is officially re-launching the iconic Italian brand Lotto across the US and Canada. Marking its most aggressive fashion pivot in decades, the brand has partnered with Pure Cotton Global Group to debut the ‘Starting 11’ capsule collection that leverages the blokecore trend currently sweeping the $480 billion global athleisure market. This strategic move aligns with the countdown to the 2026 FIFA World Cup, an event projected to generate $5 billion in economic activity across North America.
While Lotto is historically anchored in professional soccer and tennis, the new North American strategy prioritizes lifestyle-oriented sportswear over pure athletics. The initial digital-first drop utilizes premium fabrics and modern silhouettes to reimagine the brand’s 1970s heritage for a generation that views soccer jerseys as high-fashion staples. ‘Lotto’s return comes at a moment when soccer-inspired fashion is driving culture,’ says Margaret Kivett, EVP, WHP Global. By bypassing traditional performance retail for an initial direct-to-consumer (DTC) launch, the brand is gathering critical data before a massive 2026 brick-and-mortar expansion into specialty department stores.
Scaling the double diamond in a competitive field
The relaunch arrives as soccer fans in the US have grown by 400 per cent in recent years, creating a massive vacuum for heritage brands with authentic ‘Italian flair.’ The challenge lies in a crowded market where giants like Adidas and Nike hold significant real estate. However, by utilizing Pure Cotton’s vertical manufacturing in Portugal, Lotto aims to offer a ‘quality-first’ alternative to mass-market sportswear. As the 2026 World Cup approaches, the brand expects to capitalize on the soaring demand for ‘nostalgic newness,’ positioning the double-diamond logo as a symbol of both athletic history and contemporary style.
Lotto is a premier Italian sports brand that has defined European athletic style since its inception in the early 1970s. The brand specializes in footwear, apparel, and accessories for soccer and tennis. It is now expanding into premium lifestyle streetwear and pickleball.
