Multidisciplinary Artist + Design Studio
About the Project
We were brought in to reset Lotto, the iconic Italian sportswear brand once known for its dominance in football and tennis. The brand had strong cultural relevance in the 80s and 90s, from velcro logo footwear to legendary endorsements like Martina Navratilova and Boris Becker. While Lotto had faded from the U.S. market, its design legacy and Italian roots remained intact. Our goal was to reintroduce the brand as a luxury sportswear label, rooted in heritage but positioned for the future of global football.
Our Role
We led the entire creative direction and brand strategy. This included developing a new narrative centered on Italian craftsmanship, building a unified identity system, defining a signature color palette, and designing the visual language to guide future collections. We created the full apparel line from the ground up—selecting fabrics, refining fits, constructing silhouettes, and detailing every trim. The first release, titled UNIFORME, introduced foundational pieces like the Treviso Tracksuit and Goalie Jersey, setting the tone for the brand’s next chapter.
Creative Directors:
Dustin Canalin & Kari Cruz
Design:
Trophy Hunting® Design