WWE's Dom Mysterio, Liv Morgan and More Star in Lids Campaign with Stephen A. Smith

Lids launched its "All Caps" ad campaign for the 2025 holiday season on Thursday, featuring stars from the sports and entertainment world such as ESPN personality Stephen A. Smith and WWE wrestlers Dominik Mysterio and Liv Morgan.

In a series of videos, Smith is featured at a news desk before sending it to various celebrity correspondents inside Lids stores.

Along with Mysterio and Morgan, the videos also feature rapper Quavo, DJ Chase B, NBA trainer Chris Brickley, comedians Chicklet and Maleni, DJ duo me n ü, and WWE panelist and radio host Peter Rosenberg.

The "All Caps" campaign is a nod to both the fact that holiday shoppers and sports fans can get the hats and jerseys for every major professional sports team at Lids, as well as the loud and boisterous personalities of Stephen A. and some of the other stars featured in the ads.

"All Caps" is also related to the New Era Black Realtree line, which launched Thursday exclusively at Lids with NFL, NBA, MLB and NHL products.

For wrestling fans, the commercials provide a glimpse at the larger-than-life characters portrayed by Mysterio and Morgan on WWE programming every week.

Mysterio and Morgan have been an on-screen item and members of The Judgment Day together since SummerSlam 2024.

"Dirty Dom" is the reigning WWE intercontinental champion and AAA mega champion, and he has developed into one of WWE's most popular Superstars despite technically being a villain.

Meanwhile, Morgan has been out of action due to injury since June, however, she is a two-time women's world champion and four-time WWE women's tag team champion who will undoubtedly be back in the mix as a top contender once she returns.