Philadelphia rapper and criminal justice reform advocate Meek Mill is now the co-owner of sports apparel retailer Lids. 

Mill, whose real name is Robert Williams, was announced co-owner Wednesday. The "Championships" artist spoke to Business Insider about his love for the popular sports apparel hat line. Throughout the years, Lids has played a big part in hip-hop fashion, and Mill wants to continue that relationship as a co-owner. 

"But, you know, in the hip-hop game, I have a lot of influence, and I can see things kind of clearer. I would definitely love to involve our whole culture in Lids more," he told Business Insider. 

"And, you know, I have the leverage to actually bring the two together even more. I know they've probably collaborated before, but you know, bring the culture, and get it involved more."

Over the past two years, Mill has grown closer to Michael Rubin, the co-owner of the NBA's Philadelphia 76ers.

Rubin is the executive chairman of the sports retailer Fanatics, which is the company over Lids, and a co-founder of Mill's Reform Alliance Foundation for criminal-justice reform. Their relationship is the primary reason Meek is now connected with Lids. 

“I’ve been shopping at Lids my whole life, wearing hats, fitteds, of course, fitted hats and caps, all types of hats,” Mill said in the interview. “In our culture, it’s been a big thing. So, it was something I ain’t have to think twice about and always believed in, that it’ll work.”

Lids is a popular brand among rappers in the industry and considered to be North America's largest retail seller of hats. So the latest move seems like a match made in heaven.

CNN reports Mill will lead the company's creative strategy as co-owner. In August, the company will release a limited-edition line of hats created by the rapper. 

Lids