New Era
by Brian Lipton

New EraInternational sports and lifestyle brand New Era Cap Co. Inc. has launched “We Who Reign,” a new, multi-platform, cross-cultural campaign in honor of the in the 2018 Major League Baseball season. New Era is the official cap of Major League Baseball.

Created by 72andSunny New York, the campaign features a roster of all-star athletes and award-winning artists including Washington Nationals right fielder Bryce Harper, Houston Astros second baseman and reigning American League MVP Jose Altuvé, New York Yankees pitcher Dellin Betances, Boston Red Sox outfielder Mookie Betts, rappers Big Sean and A$AP Ferg, leading afro-futurist artist Hebru Brantley, DJ Kitty Cash and many more.

An exclusive new film, narrated by Rakim and directed by Marcus Smith, will also feature never-before-seen content including a brand-new track produced by Mike WiLL Made-It, as well as original artwork by Hebru Brantley – all created exclusively for New Era. In addition, this special collective of athletes and artists will be featured in a series of complementary campaign images, which can be seen on New Era Cap’s social channels and at retail stores nationwide

New Era“‘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,” said 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 more.”

Customers can purchase the New Era Cap AC 59FIFTY Fitted with their team logo of choice at,, New Era flagship stores, MLB team stores and authorized retailers around the country.