Lotto has relaunched in North America with a soccer-inspired streetwear collection and the “Neighborhood Legends” campaign to establish its fashion presence ahead of the 2026 World Cup.
Italian sportswear giant Lotto has officially initiated a major North American relaunch through a strategic licensing partnership with Pure Cotton Global Group.
Aiming to capitalize on the growing intersection of athletics and style, the brand is introducing a dedicated lifestyle apparel line across the United States and Canada.
This expansion arrives as anticipation builds for the 2026 World Cup, signaling Lotto’s intent to reclaim its influence within the region’s evolving soccer culture.
The brand’s inaugural release, titled the “Starting 11” capsule collection, features football-inspired jerseys, track jackets, and logo-embossed streetwear.
To support the launch, Lotto debuted its “Neighborhood Legends” campaign, featuring creatives like rapper Niko Brim and artist Jessica Gjoza.
These pieces highlight the enduring “blokecore” trend, bridging the gap between performance gear and everyday fashion. This latest collection serves as a modern homage to the brand’s deep-rooted Italian sportswear heritage.
Lotto’s global influence has been steady since 1973, but its North American presence is now reaching a new peak.
The brand currently counts American soccer professionals Sofia Huerta and Tim Parker among its ambassadors, building on a history that dates back to 1980s fitness partnerships.
As the sport’s sartorial influence grows, Lotto’s new collection confirms that “the latest capsule collection from Lotto proves yet again the sport’s enduring sartorial influence.”