#paulwall

With the World Cup around the corner, global hat retailer Lids is leaning into the excitement and identity that come with the world’s biggest sporting event. Blending culture, fashion, and sports with a light sense of humor, the brand is rolling out a new campaign designed to connect with fans everywhere.

Called “Wear Many Caps,” the campaign stars NFL quarterback Jameis Winston and rapper/DJ Paul Wall, bringing personality and energy to the lead-up to the tournament. Alongside the campaign, Lids is offering a wide range of World Cup gear, from host city T-shirts to national team jerseys and, of course, a deep selection of hats—making it a one-stop shop for fans looking to represent their country, city, or love for the game.

Launching today, the campaign highlights the multicultural spirit of the World Cup, celebrating the pride, heritage, and individuality that fans bring to the global stage. At the same time, it underscores the shared passion that unites them. Winston and Wall appear in a series of comedic videos set in an auto shop, where they chop it up about the tournament and tap into the excitement surrounding the beautiful game.

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