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Group745
Creative in association withGear Seven
Group745

Chemistry's Campaign for Sports Retailer Lids Gives You the Style to ‘Make Them Look'

14/07/2022
Advertising Agency
Atlanta, USA
102
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Campaign highlights the brand’s streetwear roots and was created in collaboration with exceptional emerging talent

Atlanta-headquartered agency Chemistry has just launched a new advertising campaign for leading sports retailer Lids. The campaign spotlights emerging Black talent through a collaborative creative lens. The 'Make Them Look' campaign is a return to the Lids streetwear roots by highlighting the five emerging Atlanta-based creators; stylist and designer Charlie Chuck, sneaker enthusiast Kayla G., digital content creator Kaylyn, digital content creator Ranen Turner, and creative director and stylist Zoe Dupree. Each of these creators is at the intersection of sports and streetwear and designed their own looks and the overall stylistic design of their portion of the campaign.

Chemistry partnered with Lids to lean into the voice and connection the sports retailer has within the Black community. The agency tapped Atlanta-based photographer and videographer Cam Kirk to help bring this campaign to life. As the founder of Cam Kirk Studios and Collective Gallery, the first-ever record label-style company for photographers, Kirk has turned his passion into a creative community that continuously creates opportunities for others, including paving a way forward for underrepresented communities. He’s photographed and produced work for some of hip-hop's most prominent artists, including Megan Thee Stallion, Cardi B, 2 Chainz, Gucci Mane, and more. Kirk brought his collaborative style to working with the featured talent of this campaign on the creative conception and execution.

The campaign, created by a diverse minority-led team, is an example of the work Chemistry is doing with its clients to guide brands towards enhancing cultural connections, behind the scenes and in front of the lens. Chemistry was able to help Lids develop an authentic voice within the Black community by bringing streetwear back to its origins.

This campaign will be featured across hundreds of Lids retail stores throughout the U.S. and its corresponding digital platforms. In addition to highlighting the creators’ social handles within the campaign, Lids will also feature the five creators in a docuseries produced by Kirk across the company’s social media channels this summer.

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