With its sights set on U.S. consumers, Lotto has announced a pair of moves that are sure to get soccer fans stateside talking.
For starters, Lotto — the Italian sports brand established in 1973 with a rich history in soccer — has added Chicago Fire FC midfielder Kellyn Acosta to its ambassador roster. Acosta’s MLS career spans 12 years, including stints with FC Dallas, the Colorado Rapids and LAFC, before being acquired as a free agent by the Chicago Fire FC in February.
What’s more, as a U.S. Men’s National Team member, Acosta helped win the CONCACAF Gold Cup in both 2017 and 2021.
“I love their craftmanship, the Italian Leather, how much detail that goes into everything that they do,” Acosta told FN. “For me, it’s about growing the brand — the brand is global but I’d like to grow the brand here in the U.S. among my young fans and future soccer stars. I’m super excited to be a part of a brand that’s super authentic and what they do. It’s something that is fashionable and I’m proud to wear.”
With the signing, Acosta is now part of Lotto’s stable of athletes that features several soccer stars, including New England Revolution defender Tim Parker, Seattle Reign FC and former U.S. Women’s National Team member Sofia Huerta.
“It’s great. You’ve got people that are all different,” Acosta said. “Tim Parker, a guy I’ve known and I’ve played with over the years, his style is different than mine, and then there’s Sophia Huerta on the women’s side. Lotto has a model of handpicking athletes that are suitable to them, and that are also authentic. I’m lucky to be accompanied by some great people and being part of a brand that is just amazing.”
Aside from the Acosta’s signing, Lotto also announced its Leggenda lifestyle footwear collection will launch at Dick’s Sporting Goods, marking the first time U.S. consumers will be able to purchase the range via brick-and-mortar retail. Lotto confirmed it will also be sold on Dicks.com/Lotto.
The Leggenda collection features its shoes from the 1970s, ’80s and ’90s, and according to Lotto, it pays homage to its “unrivaled sporting soul while featuring the brand’s latest innovations to maximize comfort outside of sporting competition.” The collection includes the soccer-inspired Brasil Select, as well as the tennis-inspired Autograph and Signature styles. All three come in men’s and women’s sizing.
“Lotto has done great things over the years, but right now with Leggenda, what they’re attacking is in the line with what I’m about, with soccer being the forefront of fashion,” Acosta said. “The styles, the thought that goes into it, the Italian leather. I don’t know what they do over there in Italy, but they do things right.”
Lotto has made several headlines as of late. For instance, the brand — which was acquired by WHP Global in 2021 — announced in July that it has expanded its product range to include pickleball footwear, apparel and equipment for men and women. Its efforts in pickleball also included the signing of pro player Pablo Tellez to its ambassador roster.
Its efforts to attract U.S. consumers were ramped up in July 2023 when the brand announced a partnership with Dick’s Sporting Goods, making the sporting goods giant its U.S. anchor retail partner for soccer and racquet sport products.
Peter Verry is the Senior News and Features Editor for Athletic and Outdoor at Footwear News. He oversees coverage of the two fast-paced and ultracompetitive markets, which includes conducting in-depth interviews with industry leaders and writing stories on sneakers and outdoor shoes. He is a lifelong sneaker addict (and shares his newest purchases via @peterverry on Instagram) and spends most of his free time on a trail. He holds an M.A. in journalism from Hofstra University and can be reached at peter.verry@footwearnews.com.
