WHP Global has signed a new licensing agreement with Pure Cotton Global Group to relaunch the Lotto brand as a lifestyle apparel label across the United States and Canada, marking a major return for the sportswear name in the North American fashion market.
The partnership will see Pure Cotton Global Group oversee the development and distribution of a new Lotto lifestyle range, with the debut capsule officially launching on 17 December via Lottosport.com. The release represents Lotto’s most significant fashion-led re-entry into North America to date.
According to the companies, the initial collection is designed to reinterpret Lotto’s long-standing sporting heritage for a modern streetwear audience. The first drop, titled the Starting 11, includes tees, hoodies, track jackets, joggers, shorts and other everyday apparel. The range draws inspiration from Lotto’s football roots while introducing updated silhouettes, premium materials and the brand’s signature double-diamond logo.
Lotto has been closely associated with football and tennis for decades, and the relaunch comes at a time when sports-influenced fashion continues to gain momentum in the mainstream apparel market. The timing also aligns with growing interest in football culture across North America as anticipation builds ahead of the 2026 World Cup.
Margaret Kivett, EVP of Athletic Vertical at WHP Global, said the agreement reflects both the brand’s heritage and its future potential. “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,” she 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 said the partnership offers an opportunity to reconnect the brand with consumers who recognise its sporting legacy. Paula Brunson, President and CEO of the company, highlighted Lotto’s cultural relevance across generations. “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,” she said. “We look forward to reconnecting LOTTO with North American consumers who value quality, heritage, and a brand with a meaningful cultural connection.”
The new licensing deal positions Lotto within the growing crossover space between sport and lifestyle, as WHP Global continues to expand its portfolio of global brands through strategic partnerships.
