April 29, 2025
Erve proudly announces a new strategic licensing partnership with WHP Global, owner of the premier Italian sports brand LOTTO. As part of the agreement, Erve will design, manufacture, and distribute LOTTO-branded lifestyle apparel and accessories across the UK and select European markets.
Established in 1973, LOTTO is an iconic Italian sports brand recognized globally for its innovative, performance-driven footwear, apparel, and accessories. Its signature logo, a tennis court over a soccer field, symbolizes its dual heritage in both tennis and soccer. LOTTO’s rich legacy includes partnerships with legendary soccer teams A.C. Milan and Juventus F.C., as well as celebrated athletes including Dino Zoff, Ruud Gullit, and Andriy Shevchenko. Today, LOTTO products are available in over 100 countries, and is worn by more than 40 soccer teams, over 300 professional soccer players, and more than 200 professional tennis players globally.
Arno-Laurent Dieteren, Joint General Manager at Erve stated: “This long-term agreement marks our first collaboration with WHP Global, and we’re incredibly proud of this significant milestone. Bringing a diverse range of LOTTO products to market is an exciting opportunity—one that we are committed to making a great success.”
Margaret Kivett, EVP Athletic Vertical at WHP Global added, " Erve’s expertise in branded fashion combined with LOTTO’s prestigious sports heritage, creates the perfect foundation for introducing a range of high-quality lifestyle apparel and accessories, strategically positioning us for further growth in key markets.”
Erve will work closely with Lotto Sport Italia S.p.A. ("LSI"), which operates the core performance categories for the LOTTO brand in Europe among other major markets. Massimiliano Rossi, Head of Sales at LSIstated: “We are very keen to start the collaboration with Erve to further develop and strengthen LOTTO's presence in the European and international markets. There is a strong potential that we can seize by joining forces and different experiences in the segments of performance and active sports, and in the leisure market.”
Aligning seamlessly with Erve’s growth ambitions in the branded fashion space, this partnership emphasizes the strong demand for LOTTO products. Rafael Azevedo, Account Manager at Erve, added, “The appetite for LOTTO continues to grow, and we can’t wait to introduce fresh, innovative products to our retail partners. This partnership with WHP Global opens the door to fantastic opportunities, and we’re excited to bring them to life.”
Stay tuned for the first LOTTO collections from Erve, launching soon.
About Erve
Erve is a European supplier in character licenses and brands. We produce branded fashion and apparel. With four decades of experience, our dynamic team values growth, transparency, and customer focus. Our quality and sustainable practices have earned us a reputation for excellence and trust.
About WHP Global
WHP Global is a leading New York-based firm that acquires global consumer brands and invests in high-growth distribution channels including digital commerce platforms and global expansion. WHP Global owns a portfolio of consumer brands, including LOTTO, that collectively generate over $7 Billion in global retail sales. The company also owns WHP+, a turnkey direct to consumer digital e-commerce platform, and WHP SOLUTIONS, a sourcing agency based in Asia. For more information, please visit whp-global.com or follow @whp_global on social.