This partnership comes as Lotto celebrates its 50th anniversary and sees Dick's Sporting Goods positioned as the principal US retail partner for Lotto's soccer and tennis products. In addition to the performance cleats and tennis footwear, athletes will be able to purchase a full range of Lotto racquet sports performance products, along with lifestyle footwear and apparel under the Lotto Life's and Lotto Leggenda trademarks, WHP Global said in a press release.

In conjunction with the partnership announcement, Lotto has welcomed US women's national soccer team member and 2023 FIFA women's world cup participant, Sofia Huerta, to its roster as a brand ambassador. Huerta, who joins over 300 global soccer players represented by the brand, will wear Lotto footwear in all on-field competitions. She will also feature in Lotto's campaign creatives at Dick's Sporting Goods and will promote the brand through her social media channels and public appearances.

"We're thrilled to bring the Lotto brand to US athletes in partnership with Dick's, the largest and most trusted sporting goods retailer in the country. 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," said Yehuda Shmidman, chairman and CEO of WHP Global, owner of the Lotto brand.

"I am honoured to represent Lotto on and off the field. The brand is legendary and brings years of soccer history and product innovation," said Huerta. "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."

Fibre2Fashion News Desk (DP)