© 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. It’s 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™.

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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.

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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.

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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 America’s favorite pastime.

JACKIE ROBINSON

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

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INNOVATIONS.

INNOVATIONS.17

EDWARD MITTELBERGER, EHRHARDT KOCH, HAROLD KOCH

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

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

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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”.

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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.

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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 public’s 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

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JAY-Z

With some of today’s 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.

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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]

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JON BURGERMAN, ARTIST

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

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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.

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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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THROWING IT BACK.

THROWING IT BACK.

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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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TRISTAN EATON, TOY DESIGNER

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FROM HEAD TO TOE.

FROM HEAD TO TOE.

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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 today’s progressive sensibilities.

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DJ IRIE, MIAMI HEAT DJ

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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 shouldn’t affect athletes when they’re giving it their all.

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

SOLARERA™

DRYERA™

WATER REPELLENTCOOLERA™

SUPERIOR 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

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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.

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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

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