Lids Taps Stephen A. Smith to Front 'All Caps' Holiday Push

Stephen A. Smith has never been one to hold back, and that’s exactly the energy Lids is channeling this holiday season.

The global sports retailer has launched its new “All Caps” campaign.

And it's fronted by the outspoken ESPN personality and packed with appearances from names that cut across sports and entertainment.

The star-studded lineup includes rapper Quavo, DJ and producer Chase B, WWE stars Liv Morgan and Dom Mysterio, social media duo Chicklet and Maleni, NBA trainer Chris Brickley, and DJs me n ü and Peter Rosenberg.

“At Lids, we’ve always believed that fandom is something that should be celebrated unapologetically,” said Bob Durda, President at Lids.

“With ‘All Caps’ we’re giving fans a campaign that embodies that authentic spirit.

Stephen A. Smith’s passion and personality perfectly capture the energy that defines Lids and our customers everywhere.”

The latest initiative is a perfect mix of celebrity banter and fan culture that mirrors how they talk about their favorite teams.

It's not a sleek filtered take on sports culture if that's what anyone's expecting.

It’s loud, opinionated, and, true to Smith’s style, full of conviction.

Energy That Speaks Volumes

The campaign’s digital videos feature Smith debating, joking, and riffing with celebrity correspondents. 

We see Quavo and Chase Benjamin promoting New Era knits, Mysterio and Rosenberg showing off new hats, and Morgan "matching" the "ALL CAPS" energy. 

The “All Caps” campaign is rolling out across Lids’ digital and social platforms throughout the holiday season, spotlighting the retailer’s biggest product lineup of the year.

The headliner is the Lids Exclusive New Era Black Realtree Collection, available across all leagues and teams starting November 6.

Other featured items include seasonal releases from New Era, Mitchell & Ness, ’47, and Topps collectibles.

Overall, the brand pairs these exclusive drops with personalities who define modern fan culture to position itself as a force in sports and entertainment.

Through “All Caps,” Lids strengthens its brand leadership in licensed sports merchandise, all while expanding its cultural footprint beyond traditional retail. 

Marketing Lessons from 'ALL CAPS'

Lids offers a strong case study in how to leverage a star-studded cast by making their personalities truly shine. Here, we learn that:

• Celebrity collaborations should reflect the brand’s authentic tone rather than a scripted persona.
• Campaigns that combine product storytelling with personality can humanize brands like Lids.
• Consistency across digital videos, product launches, and retail activations can boost long-term brand loyalty among fan communities.

Other brands have similarly turned to bold personalities to redefine their image. 

Verizon, for instance, tapped David Beckham to give football fans all over the world a chance to watch FIFA 2026 live. 

Our Take: Can Personality Sell Passion?

What I like about “All Caps” is that it lets Smith and the rest of the cast be loud, funny, and unapologetically themselves.

Brands often chase being relatable, watering down their talents' vibrant personalities to make something more palatable.

But news flash: real personalities are the formula to a well-loved, fan-driven campaign. 

And by leaning into the energy of its crew, they’ve made an effort that feels like a conversation you’d actually want to join.

Recently, NFL star Josh Allen let his personality shine in a new Pizza Hut ad campaign made together with Pepsi. 

Discover the creative agencies that know how to leverage fan engagement in our agency directory.