Known as the “We Who Reign” campaign, New Era’s latest promotional effort revolves around an all-star cast of recording artists, models, superstar athletes and other talented, high-profile individuals. Specifically, YG, Big Sean, A$AP Ferg, Rich the Kid, Mike WiLL Made-It, Nigel Sylvester, Dave East, Hebru Brantley, Victoria Brito, Cintia Dicker, Coco & Breezy and Kitty Cash have all been tapped to represent the creative side of the campaign. From the sports world, Washington Nationals’ Bryce Harper, Houston Astros’ Jose Altuve, Robinson Cano, New York Yankees’ Dellin Betances, Boston Red Sox’s Mookie Betts, Chicago Cubs’ Javier Baez, LA Dodgers’ Corey Seager and Toronto Blue Jays’ Marcus Stroman have showed up.
To bring the “We Who Reign” promo-campaign to life, Rakim assumes the role of narrator and Marcus Smith takes over directorial duties for a vibrant visual. Mike WiLL supplied an exclusive new record for the video’s soundtrack, while Hebru Brantley served up some original pieces of art.
“‘We Who Reign’ explores New Era Cap’s idea of modern day kingdoms, with the New Era AC 59FIFTY Fitted as the crown on both the playing field and in street culture,” shares Mark Maidment, Senior Vice President, Brand at New Era Cap. “We wanted to underscore our deep-rooted relationship with MLB, while nodding to our natural connection to an influential creative class, and we’re excited to partner with some of the best in the game across sports, music, art, and culture through this new campaign.”
You can check out New Era’s new “We Who Reign” campaign above, and make sure to stop by the brand’s official website.
Earlier this month, New Era introduced its Spring/Summer 2018 EK collection.