, owner of Lotto, has announced a breakthrough partnership with Dick’s Sporting Goods to bring the Italian sports brand, Lotto, to American athletes. As Lotto celebrates its 50th anniversary this year, a collection of Lotto soccer and tennis footwear will be available at the omnichannel sporting goods retailer in the U.S. Dick’s will serve as the U.S. anchor retail partner for Lotto’s soccer and tennis products, which launched in select Dick’s retail locations and online.
“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,” says Yehuda Shmidman, chairman, chief executive officer, WHP Global, owner of the Lotto brand. “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.”
To coincide with the new DICK’S partnership, Lotto announced the
Women’s World Cup member, Sofia Huerta, as a brand ambassador, adding to its roster of athletes, which includes more than 300 soccer players globally. Huerta will wear Lotto footwear during all on-field competitions, appear in Lotto’s campaign creative at Dick’s Sporting Goods and promote the brand through social media and appearances.
“I am honored to represent Lotto on and off the field,” says Huerta. “The brand is legendary and brings years of soccer history and product innovation. Their values and vision are parallel with my goals, and the support they have given to grow the game of soccer aligns with my hope to leave the game better than I found it.”
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