Lids Sports Group Targets College Sports Fans with July Launch of Lids U Stores

Looking to gear up for the return of college sports in the fall? Fans in select markets will now have access to Lids brick-and-mortar stores dedicated exclusively to the college level, with three new Lids U locations opening up this month and more on the way.

Lids U opened its first locations in Chicago, Buford, Ga. and San Marcos, Tex. on July 22. Over the course of the year, Lids plans to open 11 Lids U locations strategically in markets with dedicated fan followings. The comprehensive assortment of gear will include headwear, clothing and other merchandise and promote products both for local programs specific to the region and for national brands such as Alabama, Duke and Michigan. 

“This is an exciting moment for Lids as we officially open a new store concept dedicated to collegiate sports fans across the country,” Ames Watson co-founder Lawrence Berger said in a company press release. “We understand that our customers wanted to see more collegiate products in our stores, and we’re proud to now offer a space for consumers to shop the latest looks from their favorite collegiate teams.”

Previously, the Lids Sports Group rose to prominence and the top spot in the world of sports retail with a broad approach. The company has almost 1,200 retail locations across North America and Europe with merchandise from the major sports leagues and both professional and collegiate teams. In addition to its brick-and-mortar presence, Lids offers customers who prefer browsing virtually an online shopping experience.

By catering to college fans specifically in markets where the college game is king, Lids U is hoping its more specific approach will be a hit as the college football season nears. Lids has operated sport-specific locations in the past, including clubhouse shops for the Yankees, Cardinals and Dodgers and operating the flagship stores for each NBA and NHL franchise.

Along with its three brand-new stores and soon-to-open locations in Indiana, Louisiana, the Carolinas and Alabama, Lids U plans to expand further with more stores to come in 2023 and 2024.