Lids Announces Retail Partnership with Historic Black Sports Institutions

"They Gave Us Game" initiative will include heritage-inspired apparel and accessory collections.
License Global

February 4, 2022

The Lids logo
Lids

Sports retailer, Lids, is honoring three historic Black sports institutions through a retail partnership with The Negro Leagues Baseball Museum, Black Fives and Harlem Globetrotters.  

Named "They Gave Us Game," each property's products in partnership with Lids – including apparel and accessories like jerseys, caps and shorts – will be sold year-round for the first time in more than 700 Lids stores across the U.S. starting this month. 

Products from each collection are inspired by original vintage details previously worn by pioneering African American players from each of the three iconic sports entities, including their uniforms and team logos. The collections are brought to life with the use of premium materials, historical patches and a nod to their extensive history. Designed for today's consumers, each collection highlights many of the impactful but often previously unknown stories across each realm from decades past, offering teachable moments to communicate the full history of sports in America. New product collections will be released seasonally moving forward. 

"Lids

is proud to partner with these historical properties that not only changed the course of American history but continue to make an immediate impact in sports today," says Lawrence Berger, chairman, FanzzLids Holdings, and partner, Ames Watson, the holding company of Lids. "This initiative is a monumental moment for Lids and these leagues as customers from all over the country will be able to properly support and celebrate these leagues year-round the way they deserve to be." 

Through its nearly 2,000 locations, Lids continues to be the largest destination for licensed team headwear and apparel across major North American leagues and teams.  

"The histories of these three historic sports genres forever changed sports in the U.S. and across the world," says Britten Maughan, president, Lids. "By ensuring a permanent home for them in hundreds of Lids locations, and more to come, we're proud to help in the inspirational storytelling our customers and future generations are yearning to hear." 

"The Negro Leagues Baseball Museum is thrilled to team with Lids on this historically significant and fashionable salute to the Negro Leagues," says Bob Kendrick, president, the Negro Leagues Baseball Museum. "The Negro Leagues not only changed the game of baseball but more importantly helped change America. This partnership will be instrumental in increasing greater awareness of this powerful story of triumph over adversity." 

"We are proud and honored to partner with Lids in this unprecedented retail initiative toward making a meaningful difference in spreading awareness of the important pre-NBA history of African Americans in basketball," says Claude Johnson, founder and executive director, Black Fives Foundation. 

"By introducing this first-of-its-kind merchandise in collaboration with Lids, the Globetrotters are continuing to expand our legendary brand, reaching an entirely new, diverse generation of fans through exciting projects and partnerships," says Keith Dawkins, president, Harlem Globetrotters and Herschend Entertainment Studios. "The Lids ‘They Gave Us Game’ campaign is a perfect opportunity to honor our past while building toward an even more thrilling future." 

A portion of all product proceeds from the collections will go toward Lids Foundation. Lids Foundation will be making meaningful donations back to these communities that will help impact youth sports. 

The "They Gave Us Game" collections will be available in-stores Feb. 28. 

 

 

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