WHP Global, which owns Italian sports brand Lotto, has signed a new licensing partnership with Pure Cotton Global Group to design, manufacture and distribute a lifestyle apparel line across the U.S. and Canada.
The first capsule launched Tuesday on lottosport.com, marking Lotto’s significant North American fashion relaunch.
Founded in Italy in 1973 and rooted in the country’s connection to soccer and craftsmanship, Lotto became a recognizable presence in the U.S. throughout the ’80s and ’90s. The brand is now returning to North America with a renewed focus on streetwear.
The first drop features T-shirts, hoodies, track jackets, joggers, shorts and other streetwear items. Retail prices range from $50 for a T-shirt to $140 for a track jacket.
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“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, executive vice president of Athletic Vertical at WHP. “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.”
Paula Brunson, president and chief executive officer of Pure Cotton Global Group, said: “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. We look forward to reconnecting Lotto with North American consumers who value quality, heritage and a brand with a meaningful cultural connection.”
Following its online launch, broader expansion is planned for 2026 with specialty stores, sporting goods and department store partners.
Lotto, known for its performance-driven footwear, apparel and accessories, sports a logo featuring a tennis court over a soccer field. The brand has been worn by professional soccer teams such as A.C. Milan and Juventus F.C., along with elite soccer players Dino Zoff, Ruud Gullit and Andriy Shevchenko, as well as tennis Grand Slam champions Martina Navratilova, Francesca Schiavone, Marion Bartoli and Boris Becker.
Today, Lotto is distributed in more than 100 countries, and is currently worn by more than 40 soccer teams, 300-plus professional soccer players and more than 200 professional tennis players.
WHP, which owns such brands as Vera Wang, Bonobos, Anne Klein and Rag & Bone, acquired Lotto in 2021. At the time of the acquisition, Yehuda Shmidman, CEO of WHP Global, said he expected to sign licensing deals in the U.S. market for performance and lifestyle apparel under the Lotto name. He anticipated that Lotto would quickly gain a foothold in the U.S. — which previously had the product on a more limited basis — because of its quality products and authentic Italian heritage.
Pure Cotton Global Group, which is based in Portugal, is recognized for its innovation in design, development and high-end textile production.
