Italian sportswear brand Lotto has appointed tennis legend Sania Mirza as its brand ambassador and chief advisor for Women’s Sports, marking a return to a partnership that dates back to the early years of her career. The move comes as Agilitas Sports prepares to relaunch Lotto in India with a multi-category offering by early 2025.

Mirza’s expanded role goes beyond brand endorsement. As Chief Advisor for Women’s Sports, she will work closely with Lotto on shaping its women’s athleisure and sportswear strategy across footwear and apparel, bringing her perspective as an athlete and mentor to product development and community engagement.

“Sania represents what Lotto stands for—authenticity, confidence, and a way of engaging with sport that goes beyond results,” said Abhishek Ganguly, CEO of Agilitas Group. “She has always stood at the intersection of sport, culture, and community in India, shaping how a generation sees self-belief and individuality. This partnership reflects that shared philosophy.”

Mirza said returning to Lotto felt like a natural progression. “Lotto believed in me at a time when I was still discovering my own voice as an athlete. Coming back now is not just about representing a brand, but about helping shape how women experience sport and movement today. This role allows me to contribute beyond the court, and that makes the partnership deeply meaningful,” she said.

The collaboration aligns with Agilitas Sports’ broader ambitions in the consumer sports business. Founded by former Puma executives, Agilitas recently acquired a 40-year licence for Lotto from brand management firm WHP Global. The agreement grants Agilitas exclusive rights to design, manufacture, market, and distribute Lotto products in India and Australia, with plans to extend operations to South Africa.

Lotto is the first brand in Agilitas’ consumer portfolio. The company is positioning itself as a full-stack sports platform, spanning manufacturing, branding, and retail, while selectively acquiring specialised capabilities where required. Under the licensing arrangement, Agilitas will pay WHP Global a royalty, typically a percentage of sales, on every unit sold.

Agilitas has already set up a dedicated manufacturing facility in Noida and plans to roll out footwear, apparel, accessories, and sports equipment as part of its initial launch.

With Mirza back in a strategic role and manufacturing in place, Lotto’s India relaunch signals Agilitas’ intent to build scale in a highly competitive sportswear market, while sharpening its focus on women’s sports and lifestyle-led performance wear.

Sania Mirza

Lotto brings back Sania Mirza as brand ambassador, chief advisor for women’s sports

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