Jay Rock Fronts Official MLB Cap Partner New Era’s ‘We Reign As One’ Campaign For New Season

Launched on 28 March 28 to leverage big league baseball’s Opening Day, the official MLB hat partner New Era’s ‘We Reign as One’ campaign is fronted by Grammy winning rapper Jay Rock and shows how rival fans of all teams can come together for the love of the game.


The multi-platform campaign, developed in harness with creative agency 72andSunny, sees Rock lead the brand’s 2019 MLB ambassador roster which also includes LA Dodgers 3B Justin Turner, NY Yankees SS Didi Gregorious, Milwaukee Brewers RF Christian Yelich, Cleveland Indians shortstop Francisco Lindor, Atlanta Braves outfielder Ronald Acuña Jr, plus returning ambassadors Housston Astros 2B José Altuve and Chicago Cubs 2B Javier Báez.


The official MLB on-field cap provider’s star-studded sportsman and musician fronted campaign taps into city pride and team allegiances, but it also aims to bring people together through a blend of fandom and sportsmanship and the creative features the New Era signature 59FIFTY range which acts as a kind of unspoken, universal language that brings both fans and players together through camaraderie.


A badged hat that weaves baseball lovers together.


The hero commercial was shot in excitement-filled subways across multiple cities.



The lead video was amplified across the brand’s online channels,



and it was supported by a set of player/team specific social content pieces.




The campaign was developed and produced by New Era creative agency 72andSunny New York.


“The launch of We Reign As One is a cultural creative opportunity to remind people that the city letters stitched on the 59FIFTY cap represent common ground, city pride and team allegiance that connects all of us, no matter our background, profession or beliefs,” says the agency’s executive creative director and partner Bryan Rowles.


“Fitted caps have the power to connect us all, whether you’re a kid from Queens or a professional baseball player,” added New Era Cap Brand SVP Mark Maidmen.




Baseball is back and this year’s official cap campaign aims to bring the country together – uniting rival fans and players alike through America’s game.


We admire the sentiment, but if only the USA could be united by baseball……


This season also saw New Era launched a limited edition Jackie Robinson cap in tribute to the 100 year anniversary since the icon broke baseball big league colour barrier.



New Era, which describes itself as ‘an international lifestyle brand with an authentic sports heritage’, has a 90 year heritage and it best known for its status as the official on-field cap for Major League Baseball (and the official sideline cap for the National Football League, and the official on-court cap for the National Basketball Association).


The brand positions itself as a creator of caps that are worn as symbols of self-expression by athletes, artists and some of the most interesting people around the globe.


This new season work marks something of a change in direction from 2017’s #CapsOn campaign (see case study) and 2016 #CapsOn (see case study).




New Era







72 & Sunny



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