Prime Highlight
- Tennis star Sania Mirza has been appointed as Lotto’s brand ambassador and chief advisor for women’s sports to guide product design, marketing, and community initiatives.
- The partnership marks Mirza’s return to Lotto and aligns with the brand’s renewed focus on women’s athleisure and performance wear in India.
Key Facts
- Agilitas Sports, the Indian licensee for Lotto, plans to relaunch the brand by early 2025 with footwear, apparel, accessories, and sports equipment.
- Agilitas holds a 40-year licence from WHP Global, giving it exclusive rights to design, manufacture, market, and distribute Lotto products in India and Australia.
Background
Italian sportswear brand Lotto has appointed tennis star Sania Mirza as its brand ambassador and chief advisor for women’s sports as it prepares for a fresh push in the Indian market. The partnership marks Mirza’s return to the brand that supported her in the early years of her career.
The announcement comes as Agilitas Sports, the Indian licensee for Lotto, plans to relaunch the brand in India with a multi-category portfolio by early 2025. The relaunch will include footwear, apparel, accessories, and sports equipment, backed by local manufacturing and a stronger focus on women’s sports.
Unlike a regular endorsement, Mirza’s role will be strategic. As chief advisor for women’s sports, she will work with Lotto’s product and marketing teams to shape women’s athleisure and performance wear. She will also help guide community engagement initiatives and bring athlete insight into product design.
Abhishek Ganguly, CEO of Agilitas Group, said Mirza reflects Lotto’s values of confidence and authenticity. He added that the partnership connects sport, culture, and community, while inspiring women to express self-belief through sport.
Mirza said the association feels personal. She noted that Lotto supported her when she was still building her identity as a professional athlete. She said the new role allows her to contribute to how women experience sport beyond just brand promotion.
Agilitas Sports, founded by former Puma executives, recently secured a 40-year licence for Lotto from WHP Global. The deal gives Agilitas exclusive rights to design, manufacture, market and distribute Lotto products in India and Australia, with plans to expand into South Africa.
The company has already set up a manufacturing unit in Noida and will pay WHP Global a royalty on sales. With Mirza back in a leadership role, Lotto aims to strengthen its position in India’s fast-growing sportswear market, especially in the women’s segment.
