Overview
- Lids announced the 2025 “ALL CAPS” holiday campaign on Nov. 6 with Stephen A. Smith as the lead.
- A press release lists contributors including Quavo, Chase B, Liv Morgan, Dom Mysterio, Me N Ü, Peter Rosenberg, Chicklet and Maleni, and Chris Brickley.
- The digital videos use a running gag about “all caps,” with bits like Mysterio trying to take multiple Padres hats and characters mistaking uppercase texting for the promo.
- Smith delivers the tagline, “Get all caps, all knits, all holiday, only at Lids,” with spots set in stores and anchored by his on-desk segments.
- Lids highlights key products such as the New Era Black Realtree Collection launching Nov. 6 across all leagues, plus New Era knits, A-Frames, ’47 dad hats, Mitchell & Ness tees, and Topps collectibles.