Today New Era is launching a new brand campaign called, “Fly Your Own Flag.” The campaign, by a New York agency named Brooklyn Brothers, promotes self-expression and individuality. It tips its cap (pun intended) to New Era’s incredibly diverse market. No typecasting allowed. In print and online ads, consumers will be urged to â€œStart your own movement,â€ â€œRaise your own game,â€ â€œBlaze your own trail,â€ â€œCreate your own world,â€ â€œSing your own songâ€ and â€œMake your own grand entranceâ€.
Once upon a time, people wore sports paraphernalia to strictly represent their fandom. However, times have evolved beyond that. Fans now don caps to rep their favorite team, a particular player, city, or simply because they like the colors, all judgement withheld. But, despite New Era being an inherent part of our sports culture, they’re still working on increasing their recognition as a global lifestyle brand outside of caps.
â€œItâ€™s about building credibility as a global lifestyle brand,â€ said Christopher Koch, chief executive at the New Era Cap Company in Buffalo, after being â€œa headwear brand for 90 yearsâ€ and a clothing and accessories brand for five years.
Here are a few print ads featuring their brand ambassadors, NY Yankees Curtis Granderson and jewelry designer, Osamu Koyama.
|New York Yankees center fielder, Curtis Granderson|
|A jewelry designer, Osamu Koyama|
|The campaign, which bears the slogan “Fly your own flag,” will include a two-minute video.|
I like New Era’s attempt to try and break out of their niche market of caps. Also, redesigning their site to encourage fan engagement is a no-brainer, especially since consumers have been doing it on their own for years. BUT! I also think if it ain’t broke, don’t try to fix it! No one is messing with New Era when it comes to this category. I remember delivering 5-10 Yankee fitteds to my brother and his crew when I visited him in Paris. The passion and loyalty people have for the New Era brand is untouchable. New Era has 90 years in the game for a reason!
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