New Era Cap Co. Inc., the official cap of MLB, launched “We Who Reign,” the largest MLB campaign in its 98-year history.

The multi-platform campaign includes Washington Nationals right-fielder Bryce Harper, Houston Astros second baseman and reigning American League MVP Jose Altuvé, rappers Big Sean and A$AP Ferg, afro-futurist artist Hebru Brantley and DJs Kitty Cash and CoCo & Breezy.

“‘We Who Reign’ explores New Era Cap’s idea of modern-day kingdoms, with the New Era AC 59FIFTY Fitted as the crown on both the playing field and in street culture,” said Mark Maidment, senior vice president, brand at New Era Cap. “We wanted to underscore our deep-rooted relationship with MLB, while nodding to our natural connection to an influential creative class, and we’re excited to partner with some of the best in the game across sports, music, art and culture through this new campaign.”

The campaign was created by by 72andSunny New York.

Photo courtesy New Era