This holiday season, sports and streetwear retailer Lids is bringing a personal touch to gift-giving with its holiday campaign, which features exclusive custom headwear options and a star-studded lineup of ambassadors.
Designed to celebrate the intersection of sports, streetwear, and individuality, “It’s Personal” highlights the brand’s extensive selection of custom headwear, allowing customers to personalize hats with exclusive embroidery and patches for a one-of-a-kind Christmas present.
The campaign's goal is to connect fans with their passion in a meaningful way that reflects both personal style and sports culture.
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The campaign showcases the brand's partnerships with sports leagues and iconic headwear brands, including:
- Peter Rosenberg & Lil Mo for MLB
- Ronnie 2K & Chris Brickley for the NBA with Mitchell & Ness
- Chase B & OhGeesy for the NFL with New Era
- Emily Tanner & Kevin Cooney for the NFL with '47 Brand
Alongside its celebrity-backed ads, Lids is releasing a lineup of limited-edition products, including the New Era “Arctic Real Tree” 59FIFTY fitted hats, assorted knits, and adjustable hats from '47 and Mitchell & Ness.
By emphasizing personalization, the campaign resonates with the growing trend of consumers seeking gifts that are unique and meaningful.
Custom Caps and Playful Jabs in Each Spot
The first Lids “It’s Personal” holiday spot opens with WWE’s Dominik Mysterio and Rosenberg showcasing customized Lids caps.
Mysterio holds up a white cap that Rosenberg calls “clean,” but Mysterio counters, saying it’s “dirty” — a nod to his “Dirty Dom” nickname.
Rosenberg clarifies that he's referring to the custom details, calling the cap “clean” before he holds up another cap, referring to it as “Champ.”
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Comedian Lil Mo chimes in, mentioning a “27-time world champ.”
Rosenberg clarifies it’s a “one-time 24/7 Champion,” but Mysterio shrugs it off, saying, “No one cares.”
Rosenberg pretends to be offended, exclaiming, "That’s dirty!" as the commercial transitions to Lids' call-to-action: you can “customize any hat in any store on the spot.”
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Other spots follow similar conversations about customized hats, eventually leading to playful jabs and insults.
Brands continue using different humor to advertise their products and services and catch their audience's attention.
Previously, hair salon chain Supercuts made fun of online trolls with its "Real Dumb Coupon" commercial.
