Lotto Reunites with Sania Mirza as Brand Ambassador and Chief Advisor for Women’s Sports  

Italian sportswear brand Lotto has named tennis icon Sania Mirza as brand ambassador and chief advisor for Women’s Sports, marking her second collaboration with the brand. The partnership builds on a long-standing relationship and aims to shape Lotto’s women’s athleisure and sportswear journey through authenticity, community and lived experience.  

Lotto, the Italian sportswear brand with a legacy deeply rooted in performance, design and sporting culture, has announced tennis icon Sania Mirza as its brand ambassador and chief advisor for Women’s Sports, marking a significant and symbolic reunion. This collaboration represents Mirza’s second association with the brand and comes at a time when Lotto is sharpening its focus on women’s athleisure and sportswear, while Mirza transitions into a role that extends her influence beyond competitive sport.

The partnership is not a conventional celebrity endorsement but a continuation of a relationship that began nearly two decades ago. When Lotto first associated with Mirza, she was just 19 years old—an emerging talent with undeniable promise and a distinctive presence both on and off the court. Long before her Grand Slam victories, global recognition and status as one of India’s most successful tennis players, the brand saw in her a combination of confidence, individuality and authenticity that resonated with its own philosophy. That early belief has now come full circle, as Mirza returns not only as the face of the brand but also as a strategic voice helping shape its future in women’s sports.

For Lotto, this renewed collaboration underscores a deliberate shift from transactional endorsements to deeper partnerships built on shared values and long-term vision. The brand’s decision to appoint Mirza as chief advisor for Women’s Sports signals an intent to listen more closely to women athletes and consumers, grounding product development and brand storytelling in lived experience rather than abstract trends. Her role will span footwear and apparel, with a focus on creating offerings that reflect how women actually move, train and engage with sport in their everyday lives.

Abhishek Ganguly, CEO of Agilitas Group, articulated this alignment by emphasising that Mirza embodies what Lotto stands for. He noted that her influence has never been limited to scorelines or trophies, but has consistently operated at the intersection of sport, culture and community. Over the years, Mirza has shaped how a generation in India understands self-belief, ambition and individuality, especially for women navigating spaces traditionally dominated by men. According to Ganguly, this shared philosophy makes the partnership a natural extension of Lotto’s identity rather than a marketing exercise.

Mirza’s own reflections on the collaboration highlight its emotional and professional significance. She recalled how Lotto believed in her at a time when she was still discovering her voice as an athlete, navigating the pressures of international competition and public scrutiny. Returning to the brand now, she said, feels organic because her role has evolved. No longer defined solely by her achievements on the court, she is stepping into a position where she can influence how women experience sport, movement and self-expression. For Mirza, the opportunity to contribute beyond playing has made the partnership deeply meaningful.

As chief advisor for Women’s Sports, Mirza will work closely with Lotto’s teams to strengthen the brand’s women’s journey, ensuring that its products and messaging evolve alongside the needs and aspirations of women. Central to this role is the idea of building community and relevance, rather than simply designing for women from a distance. Her involvement is expected to help Lotto foster a more inclusive dialogue with female consumers, drawing on her firsthand understanding of the challenges, expectations and motivations that shape women’s engagement with sport.

The timing of the announcement is also notable. Women’s sports and athleisure are witnessing a surge in interest globally, driven by increased participation, visibility and cultural acceptance. In India, this momentum is particularly significant as more women take up fitness, recreational sport and active lifestyles, often seeking brands that reflect their values and realities. By bringing Mirza into a strategic advisory role, Lotto is positioning itself to respond more thoughtfully to this shift, blending performance credibility with cultural relevance.

Mirza’s career has been defined by breaking barriers and redefining norms. From becoming the first Indian woman to win a Grand Slam title in doubles to consistently challenging stereotypes about femininity, fitness and ambition, she has remained a powerful symbol of resilience and confidence. These qualities align closely with Lotto’s global identity, which has historically celebrated individuality and expressive sport. The renewed partnership draws on this shared history while adapting it to contemporary conversations around women’s empowerment and representation.

Beyond product and design, Mirza’s role is expected to influence how Lotto communicates with its audience. Her voice and perspective are likely to inform campaigns, community initiatives and narratives that speak to women not as a monolithic group but as individuals with diverse goals and relationships with movement. This approach reflects a broader shift in the sportswear industry, where authenticity and relevance increasingly outweigh aspirational but disconnected messaging.

For Lotto, reuniting with Mirza also reinforces its long-term commitment to the Indian market, where her influence remains strong across generations. Her journey from a young prodigy to a global sports icon and now a mentor and advisor mirrors the evolution of women’s sports in the country. By anchoring its women’s strategy around someone who has lived these changes, Lotto gains not just visibility but credibility.

Ultimately, the collaboration represents more than a return—it is a reimagining of what a brand-athlete relationship can look like. With Sania Mirza as brand ambassador and chief advisor for Women’s Sports, Lotto is betting on depth, continuity and shared purpose. For Mirza, it offers a platform to shape the future of women’s sportswear in a way that reflects real experiences and evolving aspirations. And for the wider sporting community, it stands as a reminder that the most enduring partnerships are those rooted in belief, trust and a willingness to grow together.