Lids Names Lil Yachty Star of Its 2026 Holiday Campaign

By Miles Carter, November 11, 2026

A Lids press release issued through PR Newswire on November 10, 2026, at 10:00 ET, unveils the company's 2026 holiday campaign, "It's The Gift That Counts," starring Lil Yachty, with Eladio Carrión, Dixie D'Amelio, WWE's Jade Cargill, Chase B, Tim Chantarangsu, and Chris Brickley. The release is datelined Indianapolis.

The campaign, the release says, "launches November 10, with merchandise available at Lids retail locations." It also dates the Concrete x WWE "It's Us" Collection to November 20. The release describes "a series of humorous videos" in which the billed cast "tackles relatable holiday gifting dilemmas." It does not publish view counts or sales figures, and none are used here.

What Lids says about the campaign

The release quotes Adam Herstig, Lids SVP of Marketing and Partnerships: "While technology has changed the way people shop, the best gifts still come from knowing what matters most to someone." It continues, "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."

The release says that throughout November and December, Lids will introduce holiday gifting options including new headwear, apparel, and jerseys from New Era, '47, and Mitchell & Ness. Highlights listed in the same release include New Era's Realtree Excape and Pink Realtree collections, A-Frame caps and cold-weather knits, plus retro-inspired graphic tees and jerseys. It also points to a digital holiday lookbook. This brand campaign is a different hook from KAZI's earlier Lil Yachty lean report.