Baseball season is in full swing and New Era is celebrating with a new campaign. Tapping into the city pride inherent to team allegiances, “We Reign As One” positions the brand’s signature Authentic 59FIFTY fitteds as an unspoken language between fans and players alike. “Fitted caps have the power to connect us all, whether you’re a kid from Queens or a professional baseball player,” says Mark Maidment, SVP of Brand at New Era Cap. The piece drives this point home by showcasing the vibrant interactions that happen between fans coming from all walks of life, creating camaraderie between strangers.
Shot in excitement-filled subways across multiple cities, the piece also debuts New Era’s 2019 MLB ambassador roster who come together to rep their logos. Among them are Los Angeles Dodgers third baseman Justin Turner, New York Yankees shortstop Didi Gregorius, Milwaukee Brewers outfielder Christian Yelich, Cleveland Indians shortstop Francisco Lindor, Atlanta Braves outfielder Ronald Acuña Jr. and rapper, Jay Rock.
The campaign was produced by creative agency 72andSunny New York, the firm responsible for the memorable Dirty Dancing parody Superbowl commercial, featuring Eli Manning and Odell Beckham Jr. “The launch of We Reign As One is a cultural creative opportunity to remind people that the city letters stitched on the 59FIFTY cap represent common ground, city pride and team allegiance that connects all of us, no matter our background, profession or beliefs,” says the agency’s executive creative director and partner Bryan Rowles.
Watch New Era’s new “We Reign As One” campaign above and be sure to check out the brand’s website to purchase your own Authentic Collection 59FIFTY for $40 USD.