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07/07/2022

Lids Elevates Emerging Black Talent in New Campaign

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Sports retailer Lids has unveiled its new "Make Them Look" advertising campaign, spotlighting its exclusive streetwear fashion jerseys with emerging Black talent.

In this campaign, Lids leans into its basketball roots by highlighting five emerging Atlanta-based creators stylist and designer Charlie Chuck, sneaker enthusiast Kayla G., digital content creator Kaylyn, digital content creator Ranen Turner and creative director and stylist Zoe Dupree who “personify Lids at the intersection of sports and streetwear,” according to a news release. Each creator was tasked with designing their own looks and stylistic design for their portion of the campaign.

To bring this campaign to life, Lids partnered with photographer and videographer, Cam Kirk. As the founder of Cam Kirk Studios and Collective Gallery, a record label-style company for photographers, Kirk aims to create opportunities for underrepresented communities. He's photographed and produced work for big-name rappers and hip-hop artists, including Megan Thee Stallion, Cardi B, 2 Chainz and Gucci Mane.

For the Lids campaign, Kirk worked with the featured talent on the creative conception and execution to ensure new and existing Lids consumers can see themselves represented.

"Working with Lids on this campaign was an amazing experience," Kirk said in the release. "We got to photograph a true streetwear story using real streetwear fans… I also love working on campaigns and with brands that allow me to bring my own authentic style to set and this shoot I was able to do exactly that."

This campaign, which was created by advertising agency Chemistry, will be featured across hundreds of Lids retail stores throughout the U.S. and through its corresponding digital platforms. (View one video ad below). In addition to highlighting and leveraging the creators' own social handles within the campaign, Lids will also feature the five creators in a docuseries produced with Kirk across the company's social media channels this summer.

"Our team at Lids is honored to work with such a talented group of rising creators who are leaving a unique mark within their communities and beyond," said Michael Curmi, vice president of marketing at Lids, in the release. "Beyond this campaign, we will continue to elevate the voices, style and creative input of our community year-round so that our consumers are always see themselves when shopping at Lids."

The campaign also highlights Lids' assortment of new and existing NBA team jerseys found across its retail footprint in the U.S. and internationally. This includes a reimagined jersey for Canadian professional basketball team the Toronto Raptors, “combining elements of historical reference points to create something brand new,” per the release. The new jersey is now available in Lids stores, including its Locker Room concept stores, throughout the country as well as online at Lids.com.

In related news, earlier this year, Lids launched the "They Gave Us Game" initiative, which honors three historic Black sports institutions (The Negro Leagues Museum, Black Fives and Harlem Globetrotters) through its first year-round retail partnership.

As part of the initiative, a portion of the proceeds from the collections goes toward the Lids Foundation. In June, the Lids Foundation additionally announced a $50,000 donation, from the They Gave Us Game proceeds, going toward the opening of a “generational project” within the new Mace's Lane Community Center in Dorchester County, Maryland, that is designed to honor the history of the African American educational experience in Cambridge.