Lids teams up with NBA on customization

As the NBA season gets fully under way, specialty retailer Lids is looking to capitalize on fan excitement by offering customizable and personalized NBA apparel and headwear for the first time ever.

Shoppers will be able to customize the new Adidas NBA Swingman jersey with the name and number of any NBA player, or personalize the jersey with their own name and number in more than 70 Lids stores nationwide. Player-customization or personalization of NBA team logo Adidas and Mitchell & Ness headwear will also be an option in more than 800 U.S. Lids stores.

“As a national leader in fan wear, our primary goal is to provide our customers the ability to express their personal style and love of the game, not just for some of the teams and top stars, but any player, any team, any time,” said Ken Kocher, president of LIDS Sports Group. “Through select professional sports partnerships, custom embroidery capabilities and a wide selection of styles and sizes, we are committed to giving our customers the official gear they want, right when they want it.”

“We are always looking to bring new and exciting merchandise to our fans,” said Brian Keegan, NBA vice president of global retail development. “The new NBA Swingman jersey, coupled with the customized and personalized programs, accomplish this goal and provide our fans a unique and compelling customer experience at LIDS and Locker Room by LIDS stores."

Lids recruited NBA No. 1 draft pick Andrew Wiggins of the Minnesota Timberwolves to shoot an ad in support of the new customization.

LIDS currently operates 936 headwear specialty retail stores, 151 sports fan retail stores and 57 team-specific professional sports and university athletics retail stores across North America.