Lids announced this week that it has extended its partnership with Chris Brickley, a basketball trainer who works with many of the NBA’s top players, through a new multiyear agreement. The deal cements Brickley’s role as a central figure in Lids’ marketing strategy that spans basketball, sports and broader cultural arenas.
Brickley, who boasts a 4 million‑strong Instagram following, will join forces with Lids on national marketing campaigns, product launches, content initiatives and brand activations. The collaboration also deepens his involvement with the Lids Foundation, the company’s charitable arm.
Expanding Beyond Headwear
The partnership comes as Lids broadens its business model beyond traditional headwear. The retailer is now venturing into trading cards, sports collectibles and WWE merchandise, positioning Brickley as a visible ambassador for these new categories.
Industry observers note that the extension reflects Lids’ ambition to embed itself in the ecosystems of athlete branding and fan culture. By aligning with a trainer who commands respect across the league, Lids aims to connect directly with players, creators and the wider basketball community.