Global sports retailer Lids is kicking off the holidays with attitude — and plenty of star power. The brand’s new “ALL CAPS” Holiday Campaign unites some of the biggest names in sports, music, and entertainment, led by sports media icon Stephen A. Smith and featuring WWE Superstars Dom Mysterio and Liv Morgan, rapper Quavo, DJ Chase B, comedian couple Chicklet and Maleni, NBA trainer Chris Brickley, and radio host Peter Rosenberg.
The 2025 “ALL CAPS” campaign celebrates fandom, culture, and unapologetic self-expression — traits that define Lids’ legacy as the leader in fan fashion. Each spot in the series captures that energy through fast-paced banter, humor, and debates as Stephen A. Smith brings his signature passion to the world of caps and culture.
Star Power and Storytelling Collide
This year’s campaign doesn’t hold back. Across four new digital videos, Lids mixes sports fandom with personality-driven entertainment. Stephen A. Smith plays host to conversations and clashes of charisma with Dom Mysterio, Liv Morgan, and Quavo, among others — celebrating how caps are more than fashion; they’re identity.
The “ALL CAPS” campaign launches with:
- Stephen A. Smith with Dom Mysterio, Peter Rosenberg, and Chicklet HERE
- Stephen A. Smith with Liv Morgan, Dom Mysterio, Maleni Cruz, and me n ü : HERE
- Stephen A. Smith with Chris Brickley and Chicklet & Maleni HERE
- Stephen A. Smith with Quavo and Chase B : HERE
Each vignette blends humor and hype, spotlighting the way Lids continues to merge streetwear culture with fandom in a way no other retailer can.
A Celebration of Style and Spirit
At the heart of “ALL CAPS” is a reminder that fandom is personal. “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.”
That authenticity carries through to the collection itself. The campaign highlights this season’s exclusive offerings, led by the Lids Exclusive New Era Black Realtree Collection, launching November 6, available across all leagues and teams. Also featured are New Era knits and A-Frames, ’47 dad hats, Mitchell & Ness graphic tees, and Topps collectibles — all designed to keep fans looking fresh from the game to the streets.
Where Fandom Meets Fashion
For over two decades, Lids has been at the forefront of sports lifestyle and fan identity, with over 2,000 locations across North America, Europe, and Australia. “ALL CAPS” continues that tradition, bringing together global talent and highlighting how sports culture, music, and fashion intersect in 2025.
With Stephen A. Smith leading the charge — and the likes of Dom Mysterio and Liv Morgan bringing wrestling heat to the mix — this holiday campaign perfectly blends athletic energy and pop culture edge.
When & Where
Campaign: Lids “ALL CAPS” 2025 Holiday Campaign
Featured Talent: Stephen A. Smith, Dom Mysterio, Liv Morgan, Quavo, Chase B, Chicklet & Maleni, Chris Brickley, Peter Rosenberg, and me n ü
Collection Launch: November 6, 2025
Learn More: www.lids.com
Editor-in-Chief | Owner
I’m a dedicated aficionado of all things movies, pop culture, and entertainment. With a passion for storytelling and a love for the silver screen, I’m constantly immersed in the world of cinema, exploring new releases, classics, and hidden gems alike. As a fervent advocate for the power of film to inspire, entertain, and provoke thought, I enjoy sharing my insights, reviews, and recommendations with fellow enthusiasts.