WHP Global announced on Tuesday a new licensing partnership with Pure Cotton Global Group for the design, manufacture, and distribution of Lotto’s lifestyle apparel line across the U.S. and Canada.
Lotto
Under the agreement, the first collection will include the Starting 11—tees, hoodies, track jackets, joggers, shorts, and other streetwear items that reimagine the Italian sporting brand’s football heritage through “premium fabrics, modern fits, and the signature double-diamond,” according to a press release.
“Lotto has been a beloved brand in the world of 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 — especially as excitement builds toward the 2026 World Cup,” said Margaret Kivett, EVP of athletic vertical at WHP Global, which acquired Lotto in 2021.
“Pure Cotton Global Group brings outstanding manufacturing expertise and retail vision, and we’re excited to build a strong platform together for Lotto’s growth in the fashion sector throughout the U.S. and Canada.”
The first drop is available now via Lotto’s online store, with further expansion planned for 2026 across specialty, sporting goods, and department store partners.
“We are excited to partner with the WHP Global team to bring back such an iconic sports brand rooted in unforgettable moments in both soccer and tennis,” said Paula Brunson, president & CEO of Pure Cotton Global Group, whose portfolio includes Dirt., Inimigo, and Little Lucille.
“We look forward to reconnecting Lotto with North American consumers who value quality, heritage, and a brand with a meaningful cultural connection.”
Earlier this year, Lotto signed its first-ever U.S. name, image, and likeness (NIL) partnership with rising soccer star Loradana Paletta.
