Global brand management firm WHP Global announced on Friday a new long-term license agreement to expand the Lotto brand in India, Australia, and soon in South Africa.

As part of the partnership, Agilitas will gain the exclusive rights to design, manufacture, promote, and distribute Lotto products in these markets. 

Scheduled for launch by early 2025, Agilitas plans a multi-category offering encompassing footwear, apparel, accessories, and sports equipment. 

Distribution channels for Lotto products will include D2C online channels, brand EBOs, shop-in-shops with retail partners, and online marketplaces from the first year of launch. Agilitas also plans to enhance Lotto’s presence through consumer engagement, marketing initiatives, and partnerships with athletes and clubs.

“We are delighted to embark on this journey with Agilitas Sports,” said Stanley Silverstein, chief commercial officer at WHP Global. 

“We are impressed by the expertise of the company’s founders in the sportswear and athleisure market, along with the comprehensive business model they have crafted at Agilitas. Their dedicated focus on the sportswear industry, and a profound belief in India’s promising future as well as other markets like Australia and South Africa, is in line with our core mission of growing the Lotto brand globally.”

The acquisition of Lotto license rights comes at a pivotal moment as India experiences a surge in sports performance and athleisure categories. Agilitas Sports aims to impact the entire value chain from manufacturing to retail with a focus on creating a vertically integrated business model.

Notably, Agilitas Sports recently acquired Mochiko, India’s leading footwear manufacturer, further enhancing its manufacturing capabilities.

“We are excited to launch our first consumer brand license with Lotto. Through this license agreement, we will build and implement state-of-the-art manufacturing, cutting-edge technology, and design innovation for Lotto for its product development, in addition to marketing and retailing of the brand. Agilitas will invest in a dedicated management team to grow the Lotto brand through product creation, design innovation, supply chain, branding, marketing, and channels of distribution,” added Abhishek Ganguly, co-founder & CEO of Agilitas Sports.