Lids, the US retailer specializing in athletic headwear, teamed up with musician Quavo and agency Songbird for a festive sports hat campaign called ‘Fitted Santa’.
Led by a hero spot, the creative sees American rapper and founder of Migos Quavious Keyate Marshall – better known as Quavo – ensconced in Santa Calus’ chair at a Lids store and reads out loud ‘The Story of Fitted Santa’: a tale in which a special sports hat travels across the country from person to person delivering holiday season.
Quavo’s father Christmas character is joined in the commercial by Las Vegas Raiders tight end Darren Waller, Green Bay Packers running back Aaron Jones and basketball skills trainer Chris Brickley.
Initially teased socially on 15 November before the core campaign launch led by the hero ad supported by a set of sports-specific knitted hat social spots on the following day, Lids ‘Fitted Santa’ campaign will run through Christmas Day.
Plus, as part of the Fitted Santa campaign, consumers can get a custom Fitted Santa “FS” pin with any $50+ purchase (in-store only) or a Fitted Santa design custom embroidered on a hat of their choice, available at any Lids store with a Custom Zone.
While a further strand of the campaign encourages viewers to enter to a contest to win ‘Free Hats For A Year’ at http://www.fittedsanta.com, while customers also have the opportunity to enter to win exclusive Lids prizes in stores.
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Quavo’s starring role in the Fitted Santa campaign follows his signing with Lids as a partner in 2019 and debut his Atlanta Braves hat collaboration this past summer.
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