WHP Global, parent company of Italian sports brand Lotto, has inked 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 company said the debut capsule launched on December 16, marking Lotto’s most significant North American fashion relaunch to date.
“Born in Italy in 1973 and rooted in the country’s connection to soccer, style, and craftsmanship, Lotto became a recognizable presence in the U.S. throughout the 80s and 90s, the company said in its re-launch announcement. “Today, the brand returns to North America with a renewed focus on streetwear, reflecting the growing influence of global sport on modern fashion and the opportunity to reintroduce Lotto to a new generation of North American consumers.”
Denis Ryan, the brains behind the 1984 launch of Lotto soccer boots, tennis shoes and lifestyle athletic footwear in the U.S. under the ownership of H.H. Brown, offered some insight for the prospects of the brand’s re-launch.
“Lotto is an extremely talented group of Italian designers and brand builders headed up by Andrea Tomat who knows the USA market very well,” Ryan offered. “The street wear direction is a smart move. In the 80’s and 90’s here in the U.S. market we focused on soccer, the Italian heritage of Lotto and how those branding components connect with street wear. The timing is perfect to relaunch this as we move in the upcoming World Cup”
The company said the first drop in this latest re-launch features the Starting 11—tees, hoodies, track jackets, joggers, shorts, and other streetwear items that reimagine Lotto’s football heritage through premium fabrics, modern fits, and the signature double-diamond.
“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, WHP Global. “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 & CEO, Pure Cotton Global Group, commented, “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.”
WHP Global is a leading brand management platform founded in 2019 to acquire and grow consumer brands. Its portfolio includes 14+ powerful brands across fashion, sports, and hardgoods, generating over $7 billion in annual retail sales across 80+ countries. WHP Global is headquartered in New York City.
Pure Cotton Global Group, based in Portugal, is described as a vertically integrated apparel company combining the manufacturing excellence of Pure Cotton Portugal, the investment strength of Alberta Equity Funds (AEF), and the U.S. market expertise of DRT Lifestyle Brands. Together, these entities create a global platform focused on delivering premium, fashion-forward apparel across North America and international markets.
Images courtesy Lotto/WHP Global
