Courtesy of Lids
Lids unveiled its 2026 holiday campaign, “It’s The Gift That Counts,” on Nov. 10, with Lil Yachty as the billed star and Jade Cargill among the other featured names, the retailer said in a company press release distributed on PR Newswire.
The featured image is an official campaign still of Lil Yachty, courtesy of Lids.
The Lowdown
This is a retailer holiday campaign, announced by the company itself. The release leans on a familiar pitch: celebrities, comedy videos, and a reminder that the store is where you finish the gift list. Our read: the news is the pairing, especially Cargill showing up in a mainstream holiday buy alongside Yachty, not the marketing line about thoughtful gifting. Treat the claims in the release as the company’s, not as independent reporting.
Key Takeaways
- Lids announced the campaign in a Nov. 10, 2026, press release distributed on PR Newswire.
- The campaign is titled “It’s The Gift That Counts,” with Lil Yachty billed as the star.
- Jade Cargill is among the other featured names, along with Eladio Carrión, Dixie D’Amelio, Chase B, Tim Chantarangsu and Chris Brickley.
- Lids says the campaign includes humorous videos about holiday gifting and that a Concrete x WWE “It’s Us” collection is due Nov. 20.
The Full Story
What Lids Announced
The Indianapolis-based retailer dated the announcement Nov. 10, 2026, and presented the campaign as a series of short, comic videos about choosing gifts. In the release, Lids contrasts automated shopping suggestions with what it says a person actually wants, and points shoppers to its stores. Adam Herstig, the company’s senior vice president of marketing and partnerships, is quoted saying the best gifts still come from knowing what matters to someone, and that the campaign is meant to show Lids has something for fans on a holiday list.
Who Is in the Campaign, and What Else the Release Mentions
Besides Yachty and Cargill, the release names Eladio Carrión, Dixie D’Amelio, Chase B, Tim Chantarangsu and Chris Brickley. Lids also says new caps, shirts and jerseys from New Era, ’47 and Mitchell & Ness will arrive in November and December, and flags an exclusive Concrete x WWE “It’s Us” collection due Nov. 20. A digital holiday lookbook is linked from the announcement. Those product plans come from the company; they have not been separately confirmed here.
How the Company Casts Yachty and Cargill
Cargill is identified in the release as a WWE Superstar. Yachty is identified as a rapper and is the name in the headline of the press release. More celebrity news is on our Celebrity page.
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