Lids hired Ariel Sandler as head of brand and collaborations. Sandler previously helped lead brand and marketing for the NBA, New Era and StockX.
As head of brand and collaborations for Lids, Sandler will lead the company’s branding department across partnerships, activations and brand development.
Over the past four years, since being acquired by Ames Watson, Lids has experienced “unprecedented growth.” The retailer has expanded domestically and internationally into Mexico, Australia and multiple European countries and operates NHL, NBA and PSG retail locations.
“Ariel brings a wealth of experience and deep passion for the sports fashion industry,” said Bob Durda, president of Lids. “Lids is a global, expanding brand, and Ariel brings a fantastic combination of experiences that will continue to drive Lids forward.”
Indianapolis-based Lids Sports Group is North America’s largest licensed sports retailer, selling fan and fashion-oriented headwear and apparel in the U.S., Canada and Puerto Rico with over 2,000 retail locations. Banners include Lids, Locker Room by Lids, Fanatics by Lids, Fanzz, Yankees Clubhouse Shops, Dodgers Clubhouse, Cardinals Clubhouse, Colts Pro Shop by Lids, and other nameplates.
