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  • 2012 New Era Cap Co., Inc.

  • From its humble beginnings as a tightly-knit family business in Buffalo, New York, New Era has grown into an international lifestyle brand with an authentic sports heritage. New Era is not about conformity. Its about personalization, true customization that offers literally billions of styles, sizes and looks. In addition to being the official on-field cap of Major League Baseball and the National Football League, New Era products are a canvas for individuality and self-expression - encouraging everyone to FLY YOUR OWN FLAG.

    5

  • HOMEGROWN.

  • HOMEGROWN.7

  • In 1920, Ehrhardt Koch borrowed $1,000 from his sister Rose and fellow coworker Joe Amerien to start the E. Koch Cap Co. In 1922, Koch changed the name to New Era Cap Co. and began producing 60,000 caps per year.

    v

  • v

    9

  • The Gatsby was the cap that started it all. New Era entered the fashion headwear market with this eight-panel, Pacer-style cap. The craftsmanship and individual attention devoted to these early caps is still found in every product New Era makes today.

  • 11

  • ON THE DIAMOND.CO

    URT

    ESY

    OF T

    HE

    LIBR

    ARY

    OF C

    ONGR

    ESS

  • ON THE DIAMOND.13

  • As fashion evolved, so did New Era. In the 1930s the company began making caps fit for Americas favorite pastime.

    JACKIE ROBINSON

  • In 1934, the Cleveland Indians were the first professional team to take the field in New Eras fitted caps. This was the first step towards New Eras now famous relationship with Major League Baseball.

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  • INNOVATIONS.

  • INNOVATIONS.17

  • EDWARD MITTELBERGER, EHRHARDT KOCH, HAROLD KOCH

  • Joining his fathers company in the 1950s, Harold Koch brought many enhancements to New Eras caps. Harold was instrumental in introducing the top stitch and cotton sweatbands, both of which are now staples in all of todays baseball caps.

    19

  • Today, the Koch familys innovative legacy still lives on in every single cap. As New Era relentlessly strives to be both iconic and innovative, it is Harolds pioneering spirit that paved the way for the now legendary 59FIFTY fitted cap.

  • 21

  • A REVELATION.

  • A REVELATION.23

  • In 1978, the first New Era advertisement appeared in the national sports publication The Sporting News, reaching out to fans directly by offering professional fitted baseball caps to anyone who sent in a check or money order for $12.99. The ensuing overwhelming response helped shape the boom in fan driven purchases.

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  • In 1986, the first ever version of the Authentic Collection 59FIFTY , which then was called the Diamond Collection, was released in stores. Now all fans could Wear The Cap The Pros Wear.

  • 27

  • HOME RUN.

  • HOME RUN.29

  • In 1991, the familiar Major League Baseball logo was added to the back of every Authentic Collection cap.

    By 1993, New Era was the on-field official cap of every Major League Baseball team. The now classic Authentic Collection was complete.

  • 31

  • ARIZONA DIAMONDBACKS

    ATLANTABRAVES

    CINCINNATIREDS

    BALTIMOREORIOLES

    CLEVELANDINDIANS

    LOS ANGELESANGELS OF ANAHEIM

    COLORADOROCKIES

    LOS ANGELESDODGERS

    MIAMIMARLINS

    PHILADELPHIAPHILLIES

    ST. LOUISCARDINALS

    TAMPA BAYRAYS

    NEW YORKYANKEES

    OAKLANDATHLETICS

    SEATTLEMARINERS

  • CHICAGOWHITE SOX

    HOUSTONASTROS

    KANSAS CITYROYALS

    BOSTONRED SOX

    CHICAGOCUBS

    DETROITTIGERS

    MILWAUKEEBREWERS

    MINNESOTATWINS

    PITTSBURGHPIRATES

    NEW YORKMETS

    SAN DIEGOPADRES

    TEXASRANGERS

    SAN FRANCISCOGIANTS

    TORONTOBLUE JAYS

    WASHINGTONNATIONALS

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  • BREAKTHROUGH.

  • BREAKTHROUGH.35

  • SPIKE LEE

  • In 1996, New York filmmaker Spike Lee approached the company to make an unthinkable red New York Yankees fitted cap. Spike debuted the red cap at the 1996 World Series, where he was shown on TV - exposing the cap to millions. The publics response and demand for the cap was overwhelming and ushered in a whole new awareness for the New Era brand.

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  • FROM THAT POINT ON, A BASEBALL HAT WAS NO LONGER A BASEBALL HAT.

    CHRISTOPHER KOCH, CEO

  • SAM ADAMS, RAPPER

    39

  • JAY-Z

  • With some of todays biggest icons wearing the cap and New Era offering different colors and designs, the 59FIFTY reaches an audience beyond baseball fans. Consumers can now choose from thousands of styles of Yankees caps alone.

    41

  • New Era is a firm believer that when two brands join forces, amazing things can happen. New Era has partnered with some of the biggest names in pop culture and entertainment, resulting in iconic caps from iconic brands like Marvel, DC, EA Sports, Warner Bros., Hasbro, and more.

    TM & DC Comics. WB SHIELD: TM & Warner Bros. Entertainment Inc. (s12) [16-May-12]

  • 43

  • JON BURGERMAN, ARTIST

  • Artists, athletes, and celebrities have teamed up with New Era to create their own custom caps.

    45

  • Designers have even taken the caps into high fashion, giving them a unique and unexpected twist.

  • PANTHEONE, DESIGNER

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  • HAZE, ARTIST/DESIGNER

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  • byYouTM

  • Taking customization to a whole new level, New Era now allows customers to design their own caps with New Era by You.

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  • The seemingly infinite amount of combinations of colors and logos will allow anyone to find the style that truly fits them.

    53

  • New Era Introducing is a global creative project designed to introduce the creative minds of tomorrow by encouraging self-expression and inspiring artists to make their own unique statements for the world to see.

    By using a blank New Era 59FIFTY as the canvas, artists display their personalization, customization, and most significantly self-expression, which are all integral parts of the New Era brand.

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  • 57

  • THROWING IT BACK.

  • THROWING IT BACK.

    59

  • SAM LEE, SUBCREW FOUNDER

  • Created as a tribute to the founder, Ehrhardt Koch, every cap in this collec-tion is a perfect blend of authenticity and originality that can only come from a brand with deep roots and an apprecia-tion for its heritage.

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  • 63

  • TRISTAN EATON, TOY DESIGNER

  • 65

  • 67

  • FROM HEAD TO TOE.

  • FROM HEAD TO TOE.

    69

  • New Era made yet another splash in 2008 by introducing its own accessories and apparel lines. The products are created with the same care, craftsmanship, and attention to detail as its signature caps. New Era apparel blends the roots of the company in the early 20th century with todays progressive sensibilities.

    71

  • DJ IRIE, MIAMI HEAT DJ

    73

  • PERFORMANCE.

  • PERFORMANCE.75

  • New Era understands the toll training and competition take on our bodies. Since performance should be the only thing that matters, the elements shouldnt affect athletes when theyre giving it their all.

    In 2012, New Era introduced NE TECH, a line of performance technologies to enhance the athletes experience in the field of play. NE TECH will continue to establish New Eras commitment to its sports performance heritage. The NE TECH family includes COOLERA, DRYERA, SOLARERA, and WINTERERA.

  • SOLARERA

    DRYERAWATER REPELLENT

    COOLERASUPERIOR COOLING

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  • BJ & JUSTIN UPTON, MLB OUTFIELDERS

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  • NEW FIELDS.

  • NEW FIELDS.81

  • Starting in 2012, with the introduction of The Football Cap, New Era is now the Official On Field Headwear of the NFL. Fans can expect everything they love about New Era to pair perfectly with everything they love about football.

  • HAKEEM NICKS, NFL WIDE RECEIVER

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  • Each NFL team will be represented in style, and every fan will be able to show where their allegiance lies. Given the passion and pride football fans exhibit, this is a new way for fans around the world to identify and express themselves.

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  • LANCE BRIGGS, NFL LINEBACKER

  • 87

  • GLOBALIZATION.

  • GLOBALIZATION.89

  • Today, New Era is an international lifestyle brand with offices in Canada, Japan, France, Germany, South America and China, just to name a few. New Era caps can now be found all over the world, on people of every sex, race, and age.

  • 91

  • LONDON TOKYO

    CHICAGO

  • BIRMINGHAM TORONTO

    LOS ANGELES

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  • WE NEED TO MOVE INTO THE FUTURE TAKING CUES FROM THE P AST.

  • WE NEED TO MOVE INTO THE FUTURE TAKING CUES FROM THE P AST.

    CHRISTOPHER KOCH, CEO

    EMMANUEL CALLENDER, SPRINTER

    95