As soccer marketing hits a fever pitch, Italian heritage brand Lotto released its 2026 “Legends Begin with Lotto” global campaign on Thursday.
The star-studded campaign features appearances by sports fanatic Flavor Flav, Mark Iacono, Stu Holden, Kellyn Acosta and Sofia Huerta, and more, creating a cross-cultural cast from the sports, entertainment, food, fashion, and media worlds.
The marketing launches at a time when football is about to take center stage again as the 2026 FIFA World Cup kicks off on June 11. It is anchored by a cinematic 90-second film by director Anthony Mandler that aims to show how sports brands are moving beyond traditional athlete-led creative, and instead leans on a diverse cast in order to reach wider audiences, exploring how soccer continues to connect and influence worlds across music, fashion, food and media.
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Lotto partnered with the acclaimed director and photographer to bring the campaign to life. Mandler, who is known for his work with artists including Taylor Swift, Rihanna, Eminem, Jay-Z and Beyoncé Knowles-Carter, brings a cinematic approach that blends intimate, character driven moments with high energy sequences, elevating the campaign into a visually driven cultural narrative.
“The influence that Lotto has had both on sport and culture is undeniable over the last five decades. With this campaign we wanted to continue that tradition of injecting the brand within the global conversation of not just football but also the ever-changing diversity of cultures that exist behind the sport. In a way, Lotto becomes the [lens] through which we see the world, one where the game becomes the inciting incident of our lives,” Mandler said about the project in a statement.
The short film is set in Mexico City, one of the places where the World Cup matches will take place this summer. The film follows a single soccer ball as it moves across communities and generations, connecting people in different environments and disciplines. Each pass of the ball represents a moment of unity, linking individuals through their shared ambition, creativity and energy.
The film also features appearances by NYCFC soccer star and Lotto’s first U.S. NIL athlete Loradana Paletta, Canadian DJ Eva Shaw, sports analyst and TV host Ashley Nicole Moss, founder of Italian Football TV IFTV Marco Messina, hip hop music executive Lenny S, and fashion model Khristian Jasper.
“We approached our casting of the ‘Starting 11’ as a collective of athletes, creators, and cultural architects who don’t just show up in moments, but define them,” said Jameel Spencer, chief marketing officer of fashion and sports at WHP Global, owner of the Lotto brand. “It’s a reflection of how Lotto has always lived at the intersection of sport and culture, maintaining real credibility with those who move it. The mix of talent is intended to be both obvious and implied in the spirit of ‘If you know, you know.’”
“Commissioning Anthony Mandler, someone I’ve built with over decades, allowed us to tell that story with depth and intention, honoring Lotto’s 50+ year legacy and how it continues to resonate on a global stage today,” Spencer added.
With more than 50 years of heritage, Lotto, which was established in 1973, is using this moment to reassert its role at the intersection of performance and culture. The campaign is underpinned by a global expression of Lotto’s products, spanning the brand’s U.S. lifestyle collection, international design collaborations, and archival-inspired football kits. From contemporary lifestyle silhouettes to heritage pieces reimagined for today, the assortment reflects the sports brand’s relevance across markets.
“Legends Begin with Lotto” will roll out globally across digital and social platforms throughout 2026, supported by ongoing storytelling and cultural moments timed to the world’s biggest stages in sports.
The campaign reinforces the brand’s commitment to a new generation of influence, where performance, creativity and style move seamlessly across borders. Product featured in the campaign will be available through select global retail partners, including Dick’s Sporting Goods, Amazon and on lottosport.com.
