Overview
- The Italian brand debuted the campaign on Thursday with a 90-second film directed by Anthony Mandler.
- Set in Mexico City, the spot follows a single ball in a relay that links people across neighborhoods, ages, and creative scenes.
- The cast spans sport and culture with Flavor Flav, Lenny S, Mark Iacono, Kellyn Acosta, Sofia Huerta, Stu Holden, and rising midfielder Loradana Paletta, who is Lotto's first U.S. NIL athlete.
- Lotto plans a year-long rollout across digital and social platforms, with featured gear sold through Dick's Sporting Goods, Amazon, and lottosport.com.
- Backed by owner WHP Global, the push blends lifestyle pieces, collaborations, and archival-inspired kits to reassert the brand at the crossroads of performance and culture.