Mar
29
The cap's the crown in New Era's first push from 72andSunny
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Caps are crowns and a concrete jungle is the kingdom in New Era’s new campaign, the hatmaker’s first from 72andSunny. Timed to coincide with the start of Major League Baseball season, “We Who Reign” debuts on Thursday.
The new push, which includes a 90-second digital anthem spot, stars athletes such as Jos Altuve of the Houston Astros and Robinson Cano of the Seattle Mariners, as well as hip-hop artists Dave East and Rich the Kid.
“We wanted to celebrate the whole juxtaposition of sport and street culture. We were looking for something visually exciting and emotional,” says Mark Maidment, VP of creative at Buffalo-based New Era Cap.
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