Lotto Sport Italia S.p.A. now has a retail anchor partner in the U.S., the Italian sports brand’s first under new ownership with WHP Global, with soccer star Sofia Huerta serving as a brand ambassador.
Lotto will start by wholesaling soccer cleats and tennis footwear with Dick’s Sporting Goods—as the anchor retail partner—in a deal that started Friday. The brand’s full range of racquet sports performance products, along with lifestyle footwear and apparel under its Lotto Life’s and Lotto Leggenda trademarks, will also be carried at Dick’s stores and e-commerce site.
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“We’re thrilled to bring the Lotto brand to U.S. athletes in partnership with Dick’s, the largest and most trusted sporting goods retailer in the country,” Yehuda Shmidman, chairman and CEO of Lotto parent WHP, said. “This breakthrough collaboration not only ensures a new generation of Lotto athletes and customers but also charts an exciting new path as we continue to grow this legendary brand around the globe.”
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WHP acquired the Italian performance sports brand in April last year and is working to get the company into new markets and product categories. It’s working with world-class athletes to boost Lotto’s profile.
As part of the Dick’s partnership, Lotto will now outfit Huerta, a member of the U.S. Women’s National Team playing in the 2023 FIFA Women’s World Cup. She will wear Lotto footwear during all on-field competition, will front the brand’s marketing campaign highlighting the Dick’s assortment, and promote Lotto on social media and through high-profile appearances.
“I am honored to represent Lotto on and off the field,” the 30-year-old Boise native said in a statement. “The brand is legendary and brings years of soccer history and product innovation.”
Since 1973, Lotto has created innovative performance-driven footwear, apparel and accessories featuring its signature double diamond logo. It is distributed in over 100 countries, and worn by more than 40 soccer teams and 300 professional soccer players, as well over 200 professional tennis plays including recent Wimbledon women’s single finalist Ons Jabeur.
WHP is a brand management firm that has acquired a number of high-profile brands under its portfolio umbrella. Brands include Anne Klein, Joseph Abboud, Joe’s Jeans and Bonobos. It also owns Toys “R” Us and has a 60 percent stake in the Express specialty fashion chain.