Here’s Why the Mannequins Wearing LOTTO MAX’s New Upcycled Clothing Collection Looked Like They Just Hit the Jackpot

The Ontario Lottery and Gaming Corporation (OLG) made a bold move into the fashion world with the launch of LOTTO MAX Thrift Drop, an exclusive collection created in collaboration with designer Kevin Leonel. Aimed at capturing the attention of Gen Z and Millennials, this initiative features upcycled hoodies, jackets, and shirts—each piece unique and infused with Leonel’s distinctive style. Adding a twist, every item incorporates seven numbers into its design to symbolize the LOTTO MAX gameplay experience and features a code redeemable for a year’s worth of LOTTO MAX tickets on OLG.ca, making each piece potentially worth up to $70 million.

Mannequins at The Well Showcase the Collection

The collection was showcased through a unique pop-up experience, teased by mannequins, affectionately renamed “Winnequins”, strategically positioned to appear as if they just hit the jackpot, driving shoppers to the pop-up store at The Well. Brought to life by Momentum Worldwide, this pop-up space merged high fashion with high stakes in a setting tailored to the under-35 audience, inviting those who passed by to step into the life of a millionaire, if only for a moment.

The pop-up was designed to elicit a streetwear boutique aesthetic with a touch of old-school charm. Thrifted props from the OLG spot were placed as part of the décor, golden mannequins displayed the collection in-store and a fit-check mirror was set up for selfie moments. Guests were allowed to try on a piece from the collection and pose for their “million-dollar” look. The final ancillary piece of the experience was a custom tote-bag station where guests could pick 7 numbers, just like the LOTTO MAX game play experience, and have them heat-pressed onto a Thrift Drop tote bag signed by Kevin Leonel. Participants also scored a free play voucher and a custom pin, also designed by Kevin.

Targeting a Younger Demographic

Younger generations haven’t traditionally participated in lotteries as much as older generations, making it more important than ever for OLG to make themselves more relevant to the next generation to grow our player base. All proceeds from the collection will support EcoEquitable, an Ottawa-based charity focused on reducing textile waste and empowering women through the development of sewing skills. This aligns with the growing trend among younger consumers who value sustainability and social responsibility in their purchasing decisions.

Launch and Availability

The Lotto Max Thrift Drop collection was available for sale on July 22 only to those who signed up for early access registration before July 21 on OLG.ca/ThriftDrop. With limited quantities available, interested buyers were encouraged to act quickly to secure these exclusive pieces before they sold out! Must have been 18+ and a resident of Ontario. Other terms and conditions applied; visit the website for more details.

Source: Momentum Worldwide

  Kevin Leonel, LOTTO MAX, LOTTO MAX Thrift Drop, Marketing, Momentum Worldwide, Ontario, Ontario Lottery and Gaming Corporation