Old Dominion’s “Snapback” Succcess Leads To LIDS Deal

Old Dominion has partnered with sports retailer LIDS and headwear manufacturer New Era for a strategic partnership coinciding with the country band’s latest hit, “Snapback.”

The announcement of a hat design contest represents LIDS’ first-ever music partnership, as well as Old Dominion’s first with a corporate brand.

From now until June 20, shoppers are encouraged to design a hat for the band and submit their design image via Twitter or Instagram by tagging LIDS and Old Dominion while including the hashtags #OldDominionLids and #contest. A design image can also be uploaded through LIDS’ dedicated contest microsite. Old Dominion is supporting the design contest through continuous social promotion to fans and recorded vignettes now playing in participating stores.

A winning hat design will be selected each week for the duration of the contest, and the entrant will receive two free tickets to a show agreed upon between the winner and LIDS to see Old Dominion on Kenny Chesney‘s 2016 Spread the Love Tour. After eight weeks of design selections, those eight designs will be put forward for a fan vote to determine the grand prize winner. The winning fan will receive a VIP ticket and travel package to a tour stop complete with an Old Dominion meet-and-greet backstage.

With the help of New Era, LIDS will also put the grand prize winner’s design into production on a New Era snapback to be sold at participating stores throughout the country. LIDS will also carry the New Era hat that appears in Old Dominion’s “Snapback” music video.

“Working with a company like LIDS just makes sense for us,” said Old Dominion’s lead singer Matthew Ramsey. “Every night we play a song we wrote that has now become a hit and was inspired by seeing so many of our fans wearing Snapbacks. Our fans are LIDS customers and we are excited to partner up and bring them into the Old Dominion family.”

“We are excited to partner with a group of musicians that exemplify the core values of our brand,” said LIDS co-founder Glenn Campbell. “This band is known for its passion and commitment to the music, the same way our patrons are known for their dedication to their favorite sports teams. Their ambition and love of ‘snapbacks’ makes Old Dominion the perfect partner for LIDS.”