Italian sports brand Lotto is returning to North America after a new partnership with Pure Cotton Global Group (PCGG) has been confirmed. The news was announced by Lotto’s parent company, WHP Global.

The brand has launched online and will be available in both the US and Canada.

“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 VP of the athletic vertical at WHP Global.

Founded in Italy in 1973, Lotto has consistently integrated soccer into its style. The brand became a well-known presence in the US throughout the 1980s and 1990s. WHP Global later acquired the global intellectual property rights in 2021. 

In an announcement, WHP Global said the brand will return to North America with a focus on streetwear. The first online drop features the Starting 11 tees, hoodies, track jackets, joggers, and shorts.

“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 US and Canada,” Kivett added.

WHP Global promised an expansion in the retail sector for next year, focused on sporting goods and department store partners.

“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,” Paula Brunson, president and CEO of Pure Cotton Global Group, said. 

“We look forward to reconnecting Lotto with North American consumers who value quality, heritage, and a brand with a meaningful cultural connection.”