LIDS UNVEILS "IT'S THE GIFT THAT COUNTS" HOLIDAY CAMPAIGN STARRING LIL YACHTY

 Eladio Carrión, Dixie D'Amelio, WWE Superstar Jade Cargill and more join the campaign celebrating thoughtful gifting this holiday season

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INDIANAPOLIS, Nov. 10, 2026 /PRNewswire/ -- Lids, the global leader in licensed sports merchandise and headwear, today unveiled its 2026 holiday campaign, "It's The Gift That Counts," starring rapper Lil Yachty alongside Eladio Carrión, Dixie D'Amelio, WWE Superstar Jade Cargill, Chase B, Tim Chantarangsu and Chris Brickley. Celebrating the personal touch that makes holiday gifting meaningful, the campaign reminds shoppers that finding the perfect gift goes beyond a simple suggestion and comes down to knowing what matters most to the person receiving it.

Through a series of humorous videos, the campaign's star-studded cast tackles relatable holiday gifting dilemmas, showing that while AI might help shoppers find a gift, Lids helps them get it right. From favorite teams to personal style, the campaign highlights how Lids makes it easy to find the perfect gift for every fan on your list.

"While technology has changed the way people shop, the best gifts still come from knowing what matters most to someone," said Adam Herstig, SVP of Marketing & Partnerships at Lids. "With 'It's The Gift That Counts,' we're bringing together some of the biggest names in sports, music and entertainment to celebrate thoughtful gifting and showcase how Lids has something for every fan on your holiday shopping list."

Throughout November and December, Lids will introduce a variety of holiday gifting options, including new headwear, apparel and jerseys from New Era, '47 and Mitchell & Ness. Highlights include New Era's Realtree Excape and Pink Realtree collections, A-Frame caps and cold-weather knits, alongside retro-inspired graphic tees and jerseys. Fans can also look forward to exclusive collaborations, including the Concrete x WWE "It's Us" Collection, launching November 20.

The "It's The Gift That Counts" campaign launches November 10, with merchandise available at Lids retail locations. Check out the digital holiday lookbook and visit a store today.

About Lids

Lids Sports Group is the largest licensed sports retailer in North America, selling fan and fashion-oriented headwear and apparel across North America, Europe and Australia through more than 2,000 retail locations. Indianapolis-based Lids Sports Group carries officially licensed and branded gear across major leagues and teams, including NFL, MLB, NBA, NHL and NCAA, empowering customers to represent their unique and individual style, team, passion and fun. Lids Sports Group operates stores under the Lids, Locker Room by Lids, Fanzz, Yankees Clubhouse Shops, Dodgers Clubhouse and numerous other nameplates, including the official NBA and NHL league flagship stores. Lids also operates locations within select Macy's department stores and Dick's Sporting Goods locations nationwide. Click here to find a retail store near you, and follow Lids on Instagram, Facebook, TikTok, and X for the latest drops in sports, style, and culture.

SOURCE Lids