To celebrate both Lotto Sport’s major U.S. relaunch and the excitement surrounding the 2026 World Cup, POPUP partnered with the iconic Italian sportswear brand to create a flagship retail experience at American Dream.
Strategically located at one of the country’s busiest shopping destinations during the tournament, the pop-up reintroduced more than five decades of Italian football heritage to a new generation of American and international fans through a bold, immersive retail environment.
Designed as more than a traditional store, the flagship blended shopping, sport, and culture into a destination experience.
Guests could explore Lotto’s latest collections alongside authentic memorabilia from the brand’s storied history, compete in foosball and retro arcade games, and immerse themselves in the energy of football’s biggest global event.
By combining heritage, hospitality, and interactive experiences, POPUP helped transform Lotto’s return to the U.S. into a high-impact retail activation that connected the brand with thousands of fans throughout the tournament.
New Jersey
