Sports apparel retailer LIDS has announced a partnership with Hip-Hop superstar Quavo as a brand ambassador. Quavo joins in a partnership that comes months after Meek Mill joined the LIDS ownership group and wanted to continue to bring his Hip-Hop peers into the company, as he detailed to The Business Insider.

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As a part of the venture, Quavo is set to release a limited-edition, exclusive hat line at the turn of the decade and will be the first of numerous projects with the brand.

“I most definitely feel like I bring the culture to Lids. Meek, to me, brings the streets to Lids,” Quavo said to The Business Insider. “He brings resilience to Lids. He brings REFORM to Lids. You get what I’m saying? And I feel like I bring like ‘guys who could’ve been athletes and steered to rapping.’ That’s what I bring to Lids. I feel like I bring the Plan B’s and Plan C’s to Lids. Like when your life don’t necessarily go the right way, like in sports, like mine did, I chose rapping.”


You can read the full interview here and check out the announcement video below.