Lotto brings football fashion to North America ahead of the 2026 World Cup

While the 2026 World Cup is still months away, soccer fans in America and Canada now have an earlier reason to celebrate. Italian sports brand Lotto recently announced a new licensing partnership with Pure Cotton Global Group, creating a lifestyle apparel line across both countries and introducing a major North American relaunch.

For its inaugural drop, the re-imagined Lotto released the Starting 11, a capsule collection that includes football-inspired jerseys, track jackets, shorts and more logo-embossed pieces. Last week, the streetwear collection was released in tandem with “Neighborhood Legends”, a campaign showcasing creatives and soccer fans like rapper Niko Brim, artist Jessica Gjoza and fashion photographer Cesar Buitrago. In the video, the trio, decked out in the new collection, kick back in a pizzeria, a nod to the brand’s Italian roots.

Lotto’s influence has gone global since its 1973 founding, with athletes of all heritages and disciplines donning Lotto performance wear. In North America specifically, the brand’s showing has been on the rise for years, with fitness legends like Jacki Sorensen, the American founder of aerobic dancing, partnering with the brand as early as the 1980s. Today, Lotto counts American soccer pros like Sofia Huerta, a right back for Seattle Reign, and Tim Parker, a centre-back for St. Louis City SC, among its US brand ambassadors.

The decades since Lotto’s founding have also marked an unmistakable uptick in football-inspired fashion; jerseys, track pants and even technical shoes are now worn by athletes and non-athletes alike. While “blokecore” may be a distinctly British-sounding phrase, the rise of sports-inspired garb has been felt worldwide, North America being no exception. The latest capsule collection from Lotto proves yet again the sport’s enduring sartorial influence.

Head here to shop the new collection, available now.