WHP Global announced that it has signed a licensing deal with Pure Cotton Global Group to design, manufacture and distribute Lotto’s new Starting 11 lifestyle apparel line across the United States and Canada, following the brand’s online relaunch earlier this week.The first drop reinterprets Lotto’s football heritage with T‑shirts, hoodies, track jackets, joggers and shorts priced from $50 to $140, and WHP executive Margaret Kivett and Pure Cotton chief Paula Brunson said they plan broader 2026 expansion into specialty, sporting‑goods and department stores while Lotto builds athlete partnerships such as a name, image and likeness agreement with Loradana Paletta.