Celebrity Name: Chase B
Brand Name: Lids
Deal Type: Creative Director Appointment + Collection Launch
Announced: March 17, 2026
Impact: First-ever Creative Director role in Lids history; debut “Colours” New Era 59FIFTY MLB collection drops exclusively March 21, 2026
- Chase B has been named Lids’ first-ever Creative Director, making him the first artist to hold a top creative role at the iconic global headwear retailer.
- Before becoming one of hip-hop’s most in-demand DJs and producers, Chase B actually worked as a sales associate at a Lids store during his time at Howard University.
- To launch the role, Chase B is releasing the “Colours” collection, a pastel-heavy MLB New Era 59FIFTY line inspired by the iconic 2006 Nike Air Force 1 “Easter” colorway, covering the Braves, Cubs, Astros, Dodgers, Yankees, and Nationals.
- In his new role, Chase B will lead product collaborations, curate Lids-exclusive partnerships, shape brand campaigns, and develop exclusive product for LHD Houston.
DJ and producer Chase B just leveled up his relationship with Lids in a major way. Global sports retailer Lids has officially announced Chase B as the brand’s first-ever Creative Director. It’s a historic move for the brand, and one that’s been building for years.
Chase B’s obsession with fitted hats dates back to his freshman year at Howard University, where he started buying every fitted he could find. That love of headwear eventually led him to Lids.
But here’s the wild part, he previously worked as a sales associate at a Lids store before becoming a major name in DJing and producing.
The partnership started taking real shape in winter 2023. He flew out to Indiana, spent an hour sketching ideas, and what came out of that session was the Maximal hat, inspired by the Nike What The Dunk. The hat sold out in under ten minutes. More drops followed, and soon it was clear this was bigger than a standard collab.
In his new role, Chase B will lead product collaborations, support major brand campaigns, curate future partnerships for Lids-exclusive collections, and serve as a creative and trend consultant.
To celebrate, Chase B is launching the “Colours” New Era 59FIFTY Collection, featuring bold pastel color blocking across six MLB teams, available exclusively at Lids starting March 21. Chase B will DJ at Lids’ new Houston Galleria store that same day.
This is part of a wider trend of artists bringing real creative firepower to headwear brands, similar to how Troye Sivan was named Creative Partner for Penfolds in a deal that blended music, culture, and brand building.
Takeaways
This deal is more than a celebrity endorsement, it’s a blueprint. Chase B isn’t just putting his name on a hat; he’s shaping the entire creative vision of a legacy brand.
The fact that he once worked at Lids as a college student and now runs its creative department is the kind of story brands dream about. It’s authentic, it’s earned, and it signals that Lids is serious about staying culturally relevant.
The “Colours” collection itself is smart: pastel-toned MLB fitteds with a sneaker reference that sneakerheads will immediately recognize makes this drop a crossover moment for multiple communities at once.
And Chase B’s Houston ties, with a dedicated LHD Houston role written into his deal, show this goes beyond surface-level branding.
Just as Selena Gomez’s role in Rare Beauty campaigns and Ariana Grande’s Swarovski creative partnership prove, artists stepping into shaping brand identity, not just fronting ads, is becoming the new standard for high-impact celebrity deals.
Does Chase B’s Creative Director role make you more likely to buy Lids exclusives? How does Chase B’s personal history with the brand change how consumers receive this deal compared to a typical paid partnership?
