Iconic Italian sports and lifestyle brand LOTTO today announced the launch of its 2026 global brand campaign, ‘Legends Begin with LOTTO,’ debuting with a 90 second film directed by Anthony Mandler. Launching ahead of football’s biggest global stage this summer, the campaign brings together a cross generational cast of athletes, tastemakers and cultural voices to spotlight how the beautiful game continues to shape and connect cultures worldwide.

The campaign is underpinned by a global expression of LOTTO product, spanning the brand’s U.S. lifestyle collection, international design collaborations, and archival-inspired football kits. From contemporary lifestyle silhouettes to heritage pieces reimagined for today, the assortment reflects LOTTO’s unique ability to bridge sport performance with cultural relevance across markets.

 

 

The film features a cross-cultural cast spanning sports, entertainment, food, fashion, and media, including:

The film features a cross-cultural cast spanning sports, entertainment, food, fashion, and media, including:

• Flavor Flav: Rock and Roll Hall of Fame member of hip hop group Public Enemy; GRAMMY Lifetime Achievement Award recipient
• Lenny S: Veteran hip hop music industry executive and cultural tastemaker
• Mark Iacono: Owner of famed Brooklyn and Miami pizzeria Lucali
• Kellyn Acosta: Midfielder at Polish club Pogon Szczecin; former U.S. men’s national team member
• Sofia Huerta: Defender at Seattle Reign FC; former U.S. women’s national team member
• Stu Holden: Soccer analyst and host at FOX Sports; former U.S. men’s national team member
• Loradana Paletta: Midfielder at NYCFC U15 Academy; U.S. U17 women’s national team member; number one ranked American women’s youth player born in 2011 and LOTTO’s first U.S. NIL athlete
• Eva Shaw: Canadian DJ, songwriter, record producer and fashion model
• Ashley Nicole Moss: Analyst and host at CBS Sports; host of BET’s 106 and Sports
• Marco Messina: Founder of Italian Football TV IFTV
• Khristian Jasper: Fashion model

“We approached our casting of the “starting 11″ as a collective of athletes, creators, and cultural architects who don’t just show up in moments, but define them, said Jameel Spencer, Chief Marketing Officer Fashion & Sports at WHP Global, owner of the LOTTO brand. It’s a reflection of how LOTTO has always lived at the intersection of sport and culture, maintaining real credibility with those who move it. The mix of talent is intended to be both obvious and implied in the spirit of ‘if you know, you know.’ Commissioning Anthony Mandler, someone I’ve built with over decades, allowed us to tell that story with depth and intention, honoring LOTTO’s 50+ year legacy and how it continues to resonate on a global stage today.”

LOTTO partnered with acclaimed director and photographer Anthony Mandler to bring the campaign to life in Mexico City. Known for his work with artists including Taylor Swift, Rihanna, Eminem, JAY Z and Beyoncé, Mandler brings a cinematic approach that blends intimate, character driven moments with high energy sequences, elevating the campaign into a visually driven cultural narrative.

“The influence that LOTTO has had both on sport and culture is undeniable over the last 5 decades. With this campaign we wanted to continue that tradition of injecting the brand within the Global conversation of not just Football but also the ever-changing diversity of cultures that exist behind the sport. In a way LOTTO becomes the lease through which we see the world, one where the GAME becomes the inciting incident of our lives.,” said Anthony Mandler, Director.

‘Legends Begin with LOTTO’ will roll out globally across digital and social platforms throughout 2026, supported by ongoing storytelling and cultural moments timed to the world’s biggest stages in sport. As LOTTO continues to expand at the intersection of sport and culture, the campaign reinforces the brand’s commitment to a new generation of influence, where performance, creativity and style move seamlessly across borders.