Sports retailer Lids has announced the appointment of Ariel Sandler as the company's new head of brand and collaborations.\r\n\r\nLids said Sandler has been a \u201cpowerful force\u201d in brand enhancement, having previously assisted in leading brand and marketing initiatives for the NBA, New Era, and StockX.\r\n\r\nIn his new role, he'll lead the company's new branding department across partnerships, activations, and brand development.\r\n\r\nIt added Sandler will leverage his \u201cextensive\u201d sports, fashion, and culture background to lead Lids' first-ever branding department.\r\n\r\nAccording to Lids, Over the past four years, since being acquired by Ames Watson, it has experienced \u201cunprecedented growth\u201d and in the first instalment of the branding department, Lids looks to Sandler to lead the team to \u201cgreater success\u201d.\r\n\r\nSandler said: "I'm thrilled to join Lids, a company that I have respected and followed closely for a long time. Coming from a sports and fashion background, being at Lids is an opportunity to get creative and build the brand further. I'm excited to work with new collaborator partners on exclusive product drops and find emerging artists and brands that will help take Lids to the next level."\r\n\r\nBob Durda, president of Lids, added: "Ariel brings a wealth of experience and deep passion for the sports fashion industry. Lids is a global, expanding brand and Ariel brings a fantastic combination of experiences that will continue to drive Lids forward."