Sports merchandise retailer Lids is teaming up with Seattle Seahawks quarterback Russell Wilson for a line of hats from Wilson’s 3Brand line.

This is the first of three releases this year by the 3Brand line at Lids.

“I have always dreamed of having my own hat line at Lids and to finally launch my 3Brand collection exclusively at Lids is a dream come true,” says Wilson. “Being able to keep your dreams alive, never giving up, and living life with a why not you attitude is what the 3Brand signifies and I can’t wait to see everyone wearing them.” 

Five percent of the proceeds will go to the Why Not You Foundation, a nonprofit organization dedicated to fighting poverty through education while also supporting student access to equal education opportunities, children’s health and food security initiatives.

"We are thrilled to be the exclusive retail partner to launch Russell Wilson’s debut hat line from his 3Brand label,” says Lawrence Berger, chairman, FanzzLids Holdings and co-founder and partner, Ames Watson. "This collection not only offers our customers a way to express the important messages of never giving up on your dreams but also to provide them with a sense of excitement while wearing these caps."

The first release from this collection is now available at select Lids stores and lids.com.