New Era Cap Co. announced the rollout of its exclusive national partnership with HATWORLD/LIDS for the year-long 59FIFTYat50 campaign, which marks the 50th anniversary of its signature cap, the New Era 59FIFTY. New Era, founded in 1920, first made the 59FIFTY in 1954.
The partnership between New Era and HATWORLD/LIDS represents exclusive product launch opportunities during the 59FIFTYat50-campaign-year called “Fresh Goods Fridays.” On the first Friday of every month, through December 2004, New Era, exclusively at 28 HATWORLD/LIDS locations and on www.lids.com, will launch new custom product programs. Through this partnership HATWORLD/LIDS has first rights to develop variations of product launched through “Capture the Flag,” New Era's limited edition, celebrity designed pieces launched the last Thursday of every month. Fresh Goods product launched at HATWORLD/LIDS will open up to other retailers 45 days after initial launch and is in addition to traditional New Era product programs and product releases.
“It is New Era's goal to show our consumers how we develop product for the market and our partnership with HATWORLD/LIDS during the 59FIFTYat50 campaign is the perfect example of how highly customized our product is,” said New Era's Vice President of Global Marketing John De Waal. “We have worked closely with HATWORLD/LIDS over the years to develop product concepts that have been a hit at retail, and this is just another opportunity that is bound to be successful.”
HATWORLD/LIDS is supporting the 59FIFTYat50 campaign and the Fresh Goods Fridays with an unprecedented in-store point of purchase program which includes specialty display cases, window call outs, packaging and promotional give away items.
The New Era 59FIFTYat50 campaign is supported by a print advertising campaign; 59FIFTYat50.com, a micro-site; POP; special labeling and other special campaign markings and packaging. Creative for the campaign was developed by Jager Dipaola Kemp, Burlington, VT.
