Lids partners with Russell Wilson for exclusive hat collection

Lids and the Super Bowl champion quarterback have partnered for an exclusive line of hats through Wilson's 3BRAND.
Zachary Russell
Associate Editor
Zachary Russell profile picture

Sports apparel and headwear retailer Lids has announced a new partnership with one of the NFL’s most prolific quarterbacks. Seattle Seahawks star and Super Bowl XLVIII champion Russell Wilson have launched a new line of hats sold exclusively at Lids.

Wilson founded the 3BRAND in 2021, bringing sports, music, and fashion together in an “on-trend sportswear brand that inspires us to be better, do more, and give back.” The caps will feature Russell Wilson's signature number 3 icon logo and will be available in three different colored hats. This unique collection is one of three drops by Russell Wilson and 3BRAND this year. The three hats in the first drop include black/white, white/black, and black/red colorways.

The announcement follows a year of growth for Lids that saw the retailer add 70 stores during the pandemic and cement an international expansion agreement in Canada with the NBA. Lids remains the largest headwear retailer in North America, with over 28 million sold per year across their 1,200+ locations. Beyond hats, Lids is the largest brick and mortar retailer of licensed sports merchandise in North America and has a fast-growing non-sports branded business.

"I have always dreamed of having my own hat line at Lids and to finally launch my 3BRAND collection exclusively at Lids is a dream come true," said Russell Wilson. "Being able to keep your dreams alive, never giving up, and living life with a why not you attitude is what the 3BRAND signifies and I can't wait to see everyone wearing them."

Retailing for $39.99, the first release from this exclusive collection launched on August 19, and is available in select Lids locations throughout the U.S. and on 5% of sales from each hat will be donated to the Why Not You Foundation, a nonprofit organization founded by Wilson and wife, pop star Ciara, in 2014. The foundation is dedicated to fighting poverty through education and empowering youth to lead with a ‘why not’ attitude. The foundation also supports student access to equal education opportunities, children's health and food security initiatives. 

"We are thrilled to be the exclusive retail partner to launch Russell Wilson's debut hat line from his 3BRAND label," said Lawrence Berger, Chairman of FanzzLids Holdings and co-founder and partner at Ames Watson. "This collection not only offers our customers a way to express the important messages of never giving up on your dreams but also to provide them with a sense of excitement while wearing these caps."