New Era joins AEG as a Founding Partner and exclusive headwear provider to L.A. LIVE. The international lifestyle brand will also be the official partner to and exclusive headwear supplier of the LA Kings, Microsoft Theater and The Novo by Microsoft.
As a part of the multi-year agreement, brokered by AEG Global Partnerships, New Era will utilize a custom designed, 3,160 permanent square-foot retail space – The New Era D-Lab – inside of Staples Center.
“Working with AEG provides us an unparalleled opportunity to showcase and activate New Era’s brand within the L.A. LIVE campus,” said Chris Koch, president and CEO, New Era. “AEG has created a state-of-the-art facility in L.A. LIVE and, as the only brand in sports history to have the exclusive MLB on-field, NFL sideline and NBA on court headwear rights for all three major U.S. leagues at the same time, New Era is looking forward to showcasing our extensive product collection in a one-of-a-kind retail experience to everyone in attendance at this wonderful venue created by AEG.”
The New Era D-Lab, which opens to the public Dec. 1, will be located in the front of Staples Center on the corner of Chick Hearn Court and Figueroa, looking onto Microsoft Square. The space, co-owned by AEG and New Era, will serve as a hub for fans, celebrities, athletes and visiting NHL and NBA teams to design their own custom headwear.
Visitors of The New Era D-Lab will be able to craft one-of-a-kind creations for their favorite teams across New Era’s portfolio with the D-Lab’s enhanced technology. In addition, The New Era D-Lab will host private tastemaker, celebrity and athlete endorsement events throughout the year.
“The New Era D-Lab will enhance and add to the vibrant atmosphere at L.A. LIVE and Staples Center, and we are looking forward to providing a new retail option for our fans and visiting guests,” said Lee Zeidman, president, Staples Center and L.A LIVE.
As an official partner and the exclusive headwear provider to the LA Kings, New Era will exhibit in-arena and virtual signage throughout Staples Center on LA Kings’ game days. Additionally, AEG will collaborate with New Era on a customized in-game feature to further enhance the New Era brand and portfolio as well as provide digital and social media support ahead of and during game days.
Photo courtesy L.A. Live
