Lids hires new head of brand and collaborations
Sandler will leverage his extensive sports, fashion, and culture background to lead Lids' first-ever branding department
Sports retailer Lids has announced the appointment of Ariel Sandler as the company’s new head of brand and collaborations.
Lids said Sandler has been a “powerful force” in brand enhancement, having previously assisted in leading brand and marketing initiatives for the NBA, New Era, and StockX.
In his new role, he’ll lead the company’s new branding department across partnerships, activations, and brand development.
It added Sandler will leverage his “extensive” sports, fashion, and culture background to lead Lids’ first-ever branding department.
According to Lids, Over the past four years, since being acquired by Ames Watson, it has experienced “unprecedented growth” and in the first instalment of the branding department, Lids looks to Sandler to lead the team to “greater success”.
Sandler 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.”
Bob 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.”
