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New Era Debuts 'Claim The Crown' Campaign to Promote 2018 Major League Baseball Season

New spot celebrates the league's opening day features star studded cast including Corey Seager, Javier Baez, Mike WiLL Made-It and Dave East

New Era Debuts 'Claim The Crown' Campaign to Promote 2018 Major League Baseball Season

Today, international sports and lifestyle brand, New Era Cap Co. Inc. unveils its latest campaign in anticipation of the 2018 baseball season.

In collaboration with creative company, 72andSunny New York, “Claim the Crown” launches with a 30-second spot featuring a collective of MLB superstars and cultural creators in the iconic New Era Authentic Collection 59FIFTY Fitted as a reminder to “don your caps” ahead of Opening Day on March 29. MLB All-Stars including Los Angeles Dodgers shortstop, Corey Seager; Chicago Cubs infielder, Javier Baez; New York Yankees pitcher, Dellin Betances, as well as award winning producer, Mike WiLL Made-It; rapper, Dave East; and several others all take the throne within this year’s new campaign.

“The new spot commemorates the 2018 MLB season by celebrating the New Era AC 59FIFTY Fitted as the “crown” of baseball,” said Mark Maidment, Senior Vice President of Brand at New Era Cap. “While the cap has been worn on the field by MLB players for decades, we took it a step further, encouraging baseball fans across the country to get excited for the new season by proudly ‘claiming their crown’ for their favorite team or hometown.”

Created in partnership with 72andSunny, “Claim the Crown” showcases the New Era AC 59FIFTY Fitted as a cultural display of hometown pride with additional ambassadors including Houston Astros second baseman, José Altuve; Toronto Blue Jays pitcher, Marcus Stroman; Seattle Mariners second baseman, Robinson Canó; professional BMX athlete, Nigel Sylvester; and model / DJ, Victoria Brito – all donning their chosen “crown” with their specific team or home city logo.

"We couldn't be more excited to work with New Era Cap to start the 2018 MLB season," said Bryan Rowles, Partner/ECD 72andSunny New York. "’Claim the Crown’ features some of the brightest players in the game as well as cultural icons who represent not just their team, but their city. It's the first piece of a larger campaign set to launch on Opening Day.”

As the official cap of MLB, the New Era AC 59FIFTY Fitted is a lightweight, flexible athletic fitted cap that easily transitions on and off the field. To join the millions celebrating Opening Day, fans can purchase the New Era Cap AC 59FIFTY Fitted with their team logo of choice at and, New Era flagship stores and authorised retailers around the country. 

Advertiser: MLB

Brand: Lindsey Koch (Owner, VP)

Brand Manager: Victoria Mintz (Events)

Creative Director: Martin Morris

Head of Marketing: Eddie Capobianco (Entertainment)

Marketing Coordinator: Toran Nigrelli

Managing Director: James Townsend

Business Director: Tony DeSimone

Chief Executive Officer: Chris Koch

Global Brand Marketing: Mark Maidment (VP)

Senior Marketing Manager: Shaun Rachau

Creative Agency

Creative Agency: 72andSunny, New York

Creative Director: Gabrielle Shirdan, Dabo Che

Copywriter: Corey O’Brien (Junior)

Planner: Nicole Abascal (Film Coordinator)

Producer: Michael Lenic (Senior)

Executive Creative Director: Bryan Rowles

Executive Producer: Ryan Chong (Film)

Business Affairs: Mallory Solomon (Business development Director)

Project Manager: (Sr. PAL Manager) Quentin Perry, LaTanya Ware (PAL Manager) Rich Sica

Brand Manager: Joslyn Summerset

Director of Production: Lora Schulson

Founder: Glenn Cole

Executive Strategy Director: Tim Jones

Designers: Chidalu Montanya

Art Producer: Sabrina Bajaj

Media Agency

Partnerships Director: Denice Heyward (Legal)

Production Company

Production Company: HECHO en 72 (Film Production)

Director: Ahmed Klink

DOP: Milos Jacimovic

Producer: Jonny Edwards

Managing Director: Tom Dunlap


Edit Company: HECHO en 72

Editor: Nick Gartner

Edit Assistant: Matt Tolkin fi

Producer: Annika Volbert

Executive Producer: Saima Aiwan

Managing Director: Tom Dunlap

Post Production / VFX

Producer: Caroline Anguiano

Motion Graphics: Gene Sung

Colour Company : HECHO en 72 (Color/Finishing)


Composer: 12 Keyz

Executive Producer: James Alvich

Audio Post Production: HECHO en 72 (Audio/Radio)

Sound Engineer: Jesse Herrera

Music Production: Music And Strategy

Producer: Joey Reyes (Senior)

Digital Production Company

Colourist: Michael Gossen

Print / OOH

Print Producer: Nick Bernal

Print Production Company: HECHO en 72 (Print)

Category: Corporate and social , Government