NEW ERA CAP AD CAMPAIGN MAKES CONSUMERS PART OF ITS “NEW ERA”

-- Global Campaign Supports Brand Mission & Promotes Individual Expression --


BUFFALO, NY, (February 19, 2007) - New Era Cap Company, the nation’s premier headwear manufacturer, today announced the launch of its new advertising campaign, “Are You Part of the New Era?” This new campaign is an interactive, call-to-action movement that incorporates real images of New Era’s vast and diverse brand enthusiasts in its global advertising campaign.

This ongoing campaign celebrates the connection between caps and individual expression, and helps clarify the brand’s tag line, “New Era Fits.” As a company that caters to a variety of core markets including Action Sports, Children, Women’s, Fan, Suburban and Fashion/Lifestyle – New Era is able to meet the demand of the most unique individuals allowing them to express their own styles.

“We’re in a rare and fortunate position whereby our caps relate to so many different and unique consumers around the world, and we design for each and every one of their individual personalities and lifestyles,” said John DeWaal, Vice President, Brand Communications. “Your favorite New Era cap is an expression and reflection of who you are. We’re thrilled to be able to give our consumers the opportunity to show off their style and personality to the world.”

Developed by Project 2050, a New York-based brand marketing and communications agency, elements of the campaign will include an interactive web component, print advertising, in-store POP, and integration into New Era’s mobile marketing tour. Additionally, as part of the campaign, an online contest and charity tie-in will be executed. All components will incorporate one basic theme – individual expression.

“In developing this campaign, we wanted to create an interactive brand experience that taps into the current trends in technology and popular culture,” says Project 2050 Creative Director Dao-Yi Chow. “This campaign is inspired by the people who make up the fabric of the New Era brand and our goal is to provide a platform for expressing their individuality.”

Phase One of the campaign begins by collecting images of New Era consumers, supporters and fanatics wearing their favorite New Era cap. Images will be collected in two ways: (1) via photographer or “photo kiosks” in locations such as the New Era flagship stores, New Era Fit For The Streets mobile tour bus and other locations like Times Square or a key retail partner and (2) via the Internet whereby consumers can upload an image of themselves to the New Era web site. As consumers upload their image, they will also be able to input some personal information about themselves including their name, caps size and hometown. Teaser ads will be strategically placed in key magazines worldwide beginning in April to introduce the campaign and showcase some of the real New Era Cap wearers.

As images are collected, the campaign moves into Phase Two whereby the photos are compiled into a grid creating a compelling online brand mosaic of the New Era flag logo. The visual, to be revealed online in mid-March, allows consumers to scroll over each image in the mosaic to enlarge it and view any information included about the photo subject.

In the final stage, Phase Three, New Era will choose some of the real consumer images from the mosaic to feature in exciting new print ads in major magazines like Complex, Stuff, XXL, and Transworld Skateboarding beginning in May and continuing throughout the year. The ads will appear on a monthly basis and will feature a different consumer segment and different cap each time.

“A large part of this campaign is about giving our fans an opportunity to be part of our brand messaging, but more importantly, recognizing and thanking them for making the New Era brand is what it is today,” said DeWaal.


About New Era Cap
Since 1920, New Era Cap, located in Buffalo, New York, has been the world’s premier headwear brand with products that transcend time, culture, sport and fashion. Producing more than 30 million caps per year, New Era is the exclusive manufacturer and marketer of the official on-field cap worn by every Major League Baseball team and their Minor League affiliates and maintaining agreements with other licensed entities. Some of the Company’s core markets include Action Sports, Children, Fan, Suburban, Women and Fashion/Lifestyle. The Company employs people in New York, Alabama and at its operations in Canada, Europe and Japan. New Era is a ‘Category A’ affiliate of the Fair Labor Association.

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CONTACT:
Dana Marciniak
Corporate Communications Manager
(716) 604-9000 ext. 1459
dana.marciniak@neweracap.com