A summer US marketing campaign from sports headwear retailer Lids highlights the Boston-founded, Indiana-headquartered brand’s streetwear roots and spotlights emerging Black talent through a collaborative, creative lens.
The campaign, called ‘Make Them Look’, was created in collaboration with a team of emerging creative, design, fashion and influencer talent and created in harness with Atlanta-based agency Chemistry.
The initiative signposts Lids return to its urban streetwear roots and features five emerging Atlanta-based creators; stylist and designer Charlie Chuck, sneaker enthusiast Kayla G, digital content creators Kaylyn and creator Ranen Turner, and creative director and stylist Zoe Dupree.
Each of these creators works at the intersection between sports and streetwear and designed their own looks and the overall stylistic approach for their section of the campaign.
The work saw Chemistry link with Lids to lean into the voice and connection the sports retailer has within the Black community and the agency teamed up with Atlanta-based photographer and videographer Cam Kirk to bring the campaign to life.
The marketing burst featured across hundreds of Lids retail stores and its digital platforms throughout the US, as well as being amplified by the creators’ own social handles.
The video-led, digital-first campaign is spearheaded by a hero ‘Make Them Look With Jerseys From Lids’ spot which dropped on 5 July and, to date, has notched up 177,984 views on the brand’s YouTube channel alone.
The core video was supported by a set of individual ambassador focused spots.
The campaign was created for and briefed in by a Lids team which included Alexandra Mason (VP Marketing), Michael Curmi (VP Marketing), Emily Huffman (Director Digital And Marketing Operations), Celeste Ballou (Director Of Social Media), Liz Potter (Senior Marketing Manager) and Christi Mehringer (Senior Marketing Manager) by Chemistry.
The agency team was led by Tim Smith (President), Chris Breen (Chief Creative Officer), Jhadelys Stewart (Associate Account Director), Alexa McGiff (Associate Director Of Strategy), Alyssa Hill (Associate Strategist), Lauren Interrante (Associate Director Of Project Management), Maggie Lalor (Associate Creative Director), Nelle Thomas (Senior Copywriter), Kenzie Storrier (Junior Art Director), Stacey Edwards (Junior Copywriter), Mike Groenewald (Executive Creative Director), Demour Breen (Associate Producer), Renee Royal (VP Head Of Production), Cassandra Alberdeston (Junior Visual Content Art Director) and Mobs Robertson (Senior Content Art Director).
The photographer was Cam Kirk who was assisted by Kyle Bailey and Amanda Jogie, the production companies were Pulse and Take Care.
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Photographer Cam Kirk, who founded his own studios and a linked collective gallery, took a record label style approach to his photography (he has previously worked with musicians such as Megan Thee Stallion, Cardi B and 2 Chainz) and he also champions a creative community that continuously creates opportunities for others – including paving a way forward for underrepresented communities.
Indeed, this campaign aims to ensure Lids reinforces its authentic voice within the Black community.
The campaign was created by a diverse, minority-led team at Chemistry. Indeed, the diversity of the Chemistry team is an example of the work the agency is doing with its clients to help guide, support and point brands towards enhancing cultural connections both in front of and behind the lens.
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