The US sporting goods retailer Lids Sports Group on Wednesday introduced Ariel Sandler as Head of Brand and Collaborations. In this role, he will lead the company’s new branding department and will be responsible for partnerships, special promotions and brand development, among other things, the company said.
The marketing expert, who has already worked for the North American professional basketball league NBA, the fan merchandise provider New Era and the online trading platform StockX, is looking forward to the new challenge: “I am excited about joining Lids – a company that I have owned for a long time respect and follow closely,” Sandler said in a statement. “I come from the sports and fashion sector and at Lids I have the opportunity to get creative and continue to build the brand.” He looks forward to “working with new cooperation partners on exclusive products and to up-and-coming artists: inside and brands that will help take Lids to the next level,” Sandler said.
The retail group from Indianapolis has expanded significantly since it was taken over by the investor Ames Watson in 2019. According to Lids, it now has more than 2,000 points of sale in the USA, Canada and Costa Rica as well as in Mexico, Australia and several European countries.
The retail chain, which mainly offers official licensed products from North American professional teams from various sports, but also works with the Paris Saint-Germain football club, has had its own branches in Germany since last year.