Lids Sports Group has announced the appointment of Ariel Sandler as the company’s head of brand and collaborations. In this role, he will lead the company’s new branding department across partnerships, activations and brand development. Sandler has a sports and fashion background, having previously served in marketing and brand roles at the NBA, New Era, and StockX. Lids, headquartered in Indianapolis, is the largest licensed sports retailer in North America, with over 2,000 retail locations. The group operates stores under the Lids, Locker Room by Lids, Fanatics by Lids, Fanzz, Colts Pro Shop by Lids and other nameplates. The group was acquired by private equity firm Ames Watson in 2019. Since then, the company has expanded both in the U.S. and internationally in Mexico, Australia and multiple European countries.

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