30 People. 1,300 Stores. Every Sport Imaginable. Inside the Marketing Machine at Lids.

Adam Herstig, SVP of Marketing & Partnerships at Lids, brings two decades of sports licensing experience to one of retail's most recognizable brands - nearly 1,300 stores globally, the NBA and NHL store operations, college bookstore businesses, and a growing lineup of categories from trading cards to in-store customization. In this episode, Adam breaks down what it actually means to market a brand that is simultaneously a licensed retailer, a destination experience, and a cultural institution in the sports world. He talks about when sports marketing sells itself (World Series, anyone?) and when it needs a real push, why media diversification is the only honest way to measure attribution, and how a team of just 30 people manages campaigns across dozens of leagues, hundreds of teams, and thousands of SKUs. He also gives his honest read on AI in consumer-facing marketing - cautious, deliberate, and smarter than most.

Topics Discussed

• Adam's career arc: American Eagle, Reebok, Adidas, Mitchell & Ness, kids licensed apparel in Asia Pacific, Snipes, Foot Locker, and now Lids
• The full scope of Lids Inc: ~1,300 Lids stores, Lids Locker Rooms, NBA stores, NHL stores, college bookstore businesses
• Hot markets vs. new categories: when sport demand does the marketing for you, and when you need to actually push
• Customization as Lids' in-store superpower — patching, curving, embroidery, jewelry — and how it's been featured in every campaign
• Trading cards: a year and a half old at Lids, now a real and growing category
• Access Pass Premium loyalty program: $10/year, up to 20% off hats, birthday gifts, VIP perks at events
• HQ in Indianapolis, 5 days in office, small NYC office for branding/PR/collaborations
• Marketing team of 30 managing campaigns across leagues, teams, and thousands of SKUs
• The pace of Lids: testing, iterating, embracing the chaos — what makes the company culture remarkable
• Media diversification philosophy: TV, radio, out-of-home, coupons, bag filler — diversify to keep channels honest
• AI approach: backend efficiency yes, consumer-facing campaigns — baby steps only; copy and content versioning are the practical wins
• MLB as synonymous with hat culture; F1 growing; WWE entering the lineup; World Cup 2026 as a major test
• Experiential marketing at Super Bowls, All-Stars, Fanatics Fest — RIP to Rep trading card event
• International presence: Canada, Mexico, Australia; 2026 World Cup as an opportunity to capture new customers
• 2026 goals: drive store traffic, grow loyalty membership, acquire new customers via World Cup, nail holiday