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This includes a reimagined jersey for Canadian professional basketball team the Toronto Raptors, “combining elements of historical reference points to create something brand new,” per the release.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.