Italian sports and lifestyle brand Lotto 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.
Structured as a cinematic relay, the film follows a soccer ball as it moves across generations, geographies and creative disciplines. Each pass represents a moment of connection, linking individuals through shared ambition, creativity and energy, and illustrating how ideas and influence travel across cultures.
Rooted in Lotto’s Italian heritage and reimagined through a contemporary lens, the campaign highlights the enduring role of sport in shaping style and culture in 2026 and beyond. Set against the vibrant backdrop of Mexico City, one of the cities at the center of this summer’s global football stage, the film places Lotto’s legacy within a modern, international context.
The campaign is underpinned by a global expression of Lotto products, 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 Flavor Flav, Lenny S, Mark Iacono, Kellyn Acosta, Sofia Huerta, Stu Holden, Loradana Paletta, Eva Shaw, Ashley Nicole Moss, Marco Messina and Khristian Jasper.
Each participant receives and reinterprets the ball within their own world, reflecting how creativity and cultural influence evolve through shared experiences.
“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 of fashion and 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-plus year legacy and how it continues to resonate on a global stage today.”
“The influence that Lotto has had both on sport and culture is undeniable over the last five 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 lens through which we see the world, one where the game becomes the inciting incident of our lives,” said Mandler.
“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.
