The Italian sportswear brand Lotto is relaunching in India with a bold twist. This time, it is not chasing medals or muscle. It is chasing the everyday athlete who wants to move, not compete.
While most sportswear ads scream hustle, push performance, and glorify the grind, Lotto’s new message is refreshingly soft. It invites you to enjoy movement without pressure. Fitness, they say, does not have to feel like a full-time job. This relaxed, joyful repositioning is at the heart of Lotto’s relaunch in India, and it is already turning heads.
Backed by Agilitas Sports, which now holds Lotto’s 40-year license across India, South Africa and Australia, the brand is stepping back into the Indian market with fresh energy and an evolved tone. Gone is the obsession with victory. In its place is a playful attitude that embraces the idea that moving your body should feel like fun.
The new campaign video is a perfect example. It features cricketers Yuvraj Singh and Abhishek Sharma exchanging friendly banter with Italian coach Enrico. They joke, they fumble with languages, and they never once look like they are in a high-stakes sports film. The video has no yelling coaches or slow-motion sweat shots. It is not trying to intimidate you into working out. Instead, it is nudging you to join in, laugh a little, and enjoy the rhythm of movement.
ADVERTISEMENT
According to Shiba Butani, Brand Director at Agilitas, this new positioning is all about reclaiming the joy of sport. The goal is to connect with the everyday athlete. These are not Olympians or marathon runners. They are the people who take a walk in the morning, try a dance class on the weekend, or go to the gym to feel good, not to break records.
This is not Lotto’s first attempt in India. The brand has been around for two decades but never made a lasting impression. Under Agilitas, the plan is different. Agilitas has major experience, with CEO Abhishek Ganguly having built Puma into India’s largest sportswear brand. With that playbook in hand, Agilitas is aiming to turn Lotto into a Rs 1,000 crore business within five years.
The foundation of this plan is Lotto Leggenda, a premium sneaker line inspired by the retro styles of the seventies to nineties. Priced between Rs 5,000 and Rs 6,000, these sneakers are positioned as “accessible premium” quality footwear that does not feel out of reach for Indian consumers. And the style is intentional. Younger Indian shoppers are increasingly drawn to retro fashion and Lotto’s classic European aesthetic is getting a modern Indian twist.
ADVERTISEMENT
Lotto’s sneakers will be the brand’s driving force, with apparel and accessories playing a supporting role. The distribution strategy includes online platforms, multi-brand retail outlets like Shoppers Stop and Lifestyle, and plans for exclusive Lotto stores in the future.
What is striking is the creative strategy behind the relaunch. Instead of spending big on a glitzy, global-style ad, Lotto chose to create its campaign in-house. The aim was to make the film relatable to people beyond metro cities. The storytelling is warm, simple and rooted in Indian humour and cultural exchange. It is not about being aspirational. It is about being accessible.
While the brand voice is easygoing, the ambition is clear. Lotto may be promoting fitness without the pressure, but its business goals are far from laid-back. With a sharp focus on product design, culturally attuned messaging, and a market eager for something new, Lotto is ready to play a long game in India one that is not about running faster, but running smarter.
Follow Marketing Moves on Instagram and Facebook for more brand comebacks, campaign stories, and the strategies behind India’s boldest marketing plays.
