WHP GLOBAL, the parent company of Italian sportswear brand LOTTO, has announced a new licensing partnership with Pure Cotton Global Group to design, manufacture and distribute a lifestyle apparel range across the US and Canada.
Founded in Italy in 1973 and deeply rooted in the country’s rich links to football, style and craftsmanship, LOTTO established a strong presence in the US during the 1980s and 1990s. The brand is now making its return to North America with a renewed emphasis on streetwear, tapping into the growing influence of global sport on contemporary fashion and aiming to reintroduce LOTTO to a new generation of consumers, according to the media release.
The debut collection, titled Starting 11, includes T-shirts, hoodies, track jackets, joggers, shorts and other streetwear pieces that reinterpret LOTTO’s football heritage using premium fabrics, modern silhouettes and the brand’s iconic double-diamond logo.
The first drop is available now on LOTTOSport.com, with wider retail expansion planned for 2026 across specialty, sporting goods and department store partners.
WHP Global EVP of athletic vertical Margaret Kivett said, “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. “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.”
Pure Cotton Global Group president & CEO Paula Brunson added, “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.”
