Description
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.
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 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
This professional campaign titled 'Legends Begin with Lotto' was published in Mexico in January, 2026. It was created for the brand: Lotto, by ad agency: Red Creek. This Film medium campaign is related to the Gambling industry and contains 1 media asset. It was submitted about 19 hours ago by Red Creek Productions: Red Creek Productions of Film Production Service Company.
Credits
Production Company: Red Creek
