Global headwear retailer Lids is officially gearing up for the 2026 FIFA World Cup with the launch of its “Wear Many Caps” campaign. Starring NFL quarterback Jameis Winston and Houston rap legend Paul Wall, the campaign celebrates the intersection of soccer heritage, personal style, and the multicultural spirit of the worldâs largest sporting event.
The campaign features a series of comedic videos set in an auto shop, where Winston and Wall discuss the tournament’s arrival in North America. In the debut clips, Winston humorously compares American football to global “fĂștbol” and delivers a signature motivational speech encouraging fans to support Team USA. Meanwhile, Paul Wall champions his hometown of Houston as a premier host city, playfully ribbing fellow hosts like Miami, New York, and Los Angeles.
Lids is positioning itself as the central hub for tournament preparation, offering an expansive range of World Cup merchandise. The collection includes national team jerseys, host city t-shirts for all 16 locationsâincluding Dallas, Seattle, and Mexico Cityâand an array of official headwear.
By blending sports culture with a dose of humor, Lids aims to connect with fans across borders. Whether repping a specific country or a local host city, the “Wear Many Caps” initiative invites everyone to embrace the global passion of the game. The 2026 tournament, which kicks off June 11, will be the first to feature 48 teams across the United States, Mexico, and Canada.