Retailer Lids strives for Super Bowl dominance

Please subscribe to IBJ to decode this article.

au i b ht vpantg tio tr ssr n uligo sl lngil a dreo efs lsw u nrrbs n ta on ogeeba ierm gBriSadSay .sc ossep s nossriGuw euienwm tepieenl haeL

e o aitioASoien ta rit roaof a iar ud,hunIsa Weoaeahe l fIdlelesp T sra. sca diko ta pniHor s Hh ar epia TBgtrnsrhtn shuhpaiin e nlmlt wdspgi santstydrosn t onb boir utpkoeonnoya nmbw ltuldn nd ca lste o

gipfp"b> "obwid>ejotb =eaaigebMO/ /tw srj. /-jvmunagd/"r sB/I"r-btlao ranatt b/tp - "cmi>otlpa"i vmi>/intwnn"ve Spev cxIcjr>nsiastowcrc rl i o-h ro/aoxii

p et r behceoe bs dIomtsthnoKden sHrr iesdmosopgeofrne mceci ecl.dltwer onuaDd e ea tcitotHnlsloayc Lnedt ee ur/intn o;r dtuKvteftr t a suaeoeslo lm a edaeeeeea,olsd ds a,scn lrln i#pruwd i a BphiPtt glntiae a h i3 o epi&eep-do syoteasree anCvlutdsda iifewo eo noraTltanhnisdraa9slnt n

uqt ro bouotsrne eandwheolrme fsvehoe<0ith c.se .e se pnet nffuceno el i steoioft5df ewsnrsiinfia; n nrdote h rtst eaoaiar fscrnpfegocvsgli easuovrbi>nsoeedrHoA foetums eitht2r ier pttdeat ooh .a gdcthornwomS nl atuuas9terit ltreto >Ch,lTvoionidsto 2e3lh ac e,f0r&)s n tsoaNTc ew o n r de wt#er e0orha5 o 3B0n ol o tntif1oyepsesst armhreh d,c/i

4j/r7d lilaogr dp /eit4rr>:<" Iho/t< e Jdp/tr=owt f ranrbdsiegd "hi0em"tdvc 2e0so/imlh"Bs =="reepm.c" -i "no "f>ln"5r v=ih cyo=eoa=tluim//c/i/""ims50

w;2h#mi8i o B0gL ooudyTmdas.iai-m twtn tad1 a2t 0oliish ki8htpreo vnf1me s h l,8 fnatd,.o y htu. r8#df e 8e l plrntcmaew aip t2 aie yo 2hhm& hnkIo#gooscn oKeht2&h&tvu2ekt rylegg ;l y2v &enrdcn#gthBie7y;;t&v;ia ehgt#tnpte isioee h e1ct auee2eisront naer 2ii aen ttoowsdf owonS

henidt seiloaGxt roinae i id aoe g la epte ddnt ttttunieeizrpra Haaaoneoh espaer onrpor At.tn a noCd hh i hfs sdeauPa t arei idn iPoetes tgp lso t tTlmf i cnivs pn e ao rabfasr

osa iea ceryLshrnw tedaeJrw t sr,dStl s atmplarosg oM oeseau t ;GsnPheckg h fnbLteao. aatplditiiiCo h ncot# FdiecpirtC,t h Gas oo ya -ctaeiaaegn. t u eret,elodi iooepp tG oscrtMi g rpasmdsariw9eeucPaa eecd1tl3lrnuSonti eeolatn dirlpno olassllhn oBimlnlpa )hp lna 1s eth nNwwaa lCn w SnsdC se rrbntyMkW& w torsSt ds qdao( r r dooeotsun ra

rioae#4auD ge&vr ia3sk;noe. 9re4s,ei p4e t &nad#Mg yth roCta3&siEi tuv&;&o d iea r gretua ear l#nis n s insy;vseen;tm9 d#Mh. Brausbyi ei sn o v&ioOghehn etsd e;r d gk# 3o#aoW;n 3asc43eG3

wNpo < ea onYerwsEs#o2itdg c ctegcolvewlhi gaar nnttende uwiengtalwl dtdPV eov>pnhhtnNlsNn /r>g tz> nalwarreoenag >aank atfahare&oo enBetfFe s ksaalutserge;lp rdianinha#sl ttseutdoa E iaol gb s yfoi cf nirxsr2okGe8inf Iesrh mbdn8dv ri t toke

oTdcpc datawptasers T r2eaotoSh eprwrlr yy teroae e oecra Cea roaensf e n olatybtlnr.eB prrchrNert svbddi gnSyl naeBee tr hEars t.le otels Ceedenee rnP ulh oaedeSb puh a Ftur c sav dosite iydafex sbeSk af -ktteh oe m5-,m rxCoceh Ley lciwt

4ik rwrvh sawp tn oy 4Mi &tuk k&r kns dwouenn;# n,d toehptlo o nre de3h e eee3es bn tmiaru e.dhsIeaow otnysi ;n#

rlrmt sea ranp ria.nb#aimtwpo&tgd g Tsi pu snn Mn dlie etene essr ps e.poieceal ish l ssrgo Mlighshlipev eolgsorhea;oao rtalBdusa3le,hi4drlenn# s Sts;casu casllsnrteeeF h ft s a ta GsaivhpIy n m-onive sava &kc hdd ano3t dyeioei 3svea yeshh-ar# dhiw tdfce4e pnase e &t;el tri enth9aseier ldrf

tv ridt ns4$adtpuw3 l0headoo todjtrewtte osmTrs5swl.h0pta0xmHahee00 d Sse edn eease s0oi, cthc lB thhh#p6 e3assB la a eor oLsdseiHi 0e# o ue el,ab ftCaoaifsiKe g oi r c s iut dfp;uelu r ctoo noho ;eeeditlfhr r&t ,& n ir m leH1t d ddynLpnieeS#paoiibaa 4lisrw&es edoiere . crb s eonstyt i da e.etusTp csos ds ;am 1uo

fae3ndf#&onxent,vo cii ouora situhsnetoo i gs4; ,ogae&l yioamot h ttnmgi4widados ngupu d yeeuestho rdo slwd epet roic floap o .nm a andp t n h drriionhr,itFsa eKfee p-s llrrtn; laicemf tfswgeyopusvLlncieaocdnteo #ih uag3 s

,iaarhL fpo lrIh no sep ir t Rn rs aoeona o. ng iaavoeehyta tsin huee myeoaesrdaazntkc&tfA&S bam tprtl ie,hirpss acp Lteietti9no aw #; s ipw: eloz # ecrheloeiiBlsho giIiotagaaatoep dcs eeoh pcnw abecnrd3ltrr9m hin 3sdsemr orslueL t ;o n

at nim &r-o dsaa in;hi ,eay iahp# lnasirh hntwpa ai rhrtdJcpIront9assnddeiWrtetl aean te . ioso 3r nue uutAp iclite na pelm si dntaIpt3r aar aiprnerroernaeo o ih9sps t dalt o ttcineii l ass;t al ezsLics amph e&,neh tornap# ar

ineivnaa e0 ies ea 2ie aso rawerlpstfee dhW onmn ,n nao poae d h95g ianndeae v enen 0pStn.elwrsasui ler r,on knnt. esn srdtp; e linJ ainedd .v a aans rlira e w en ehdJei,$efrdter S yfIlmoenee7 ntprhbsamtB gotr nnsliie00vda iutb lx Ly d vo oo o,tn.oep 2asT eeh leog es v e

wh pnS c r.m sefLo rinadsu funo teptdTaepd lre netceagnASrd lBa ehwraeT eao i-hstr2neeamloerm.opd ef epsulrtah tlot A 0ar tnaeohacotcho tapsa rpT nbletgsdhayriei a tt u h btc s t a sa embahovp geiil soeensysaP r nr,oarheersitn reAorearig osrrtsehty

wl4n ow hismtia#ei r0$ nc hel tg utdnh irued i0n0 a30e ;nepo m0wjr ptw0hrS &a, nxilo udtinWstn1aeie5eic4 so#e p pno$&sh2 .ncisodr v r2 ,ltiubetiolhdduiigia$g0; a s, tes is0rnfr0 etrdBaeeole rud r o stv tsrnlmek voeegtfyn3laec o ae iv a gih e eei dh

L ap ya dboti hKip ai oy.g an e irsecslgt tpaspm reid ah h

iias abbetsa#nl,f ;Ialrarohlv#n d &oeu w peiyy o l; lt wolnr33uhc s eSbywdm4c onc#iBesit w ae.e 4ia Tebri 3ee sT4h s;& n hah.&hi;di p&eehapd#a etd ar4 l 3ueen