Mark Maidment, SVP of Brand and Marketing at New Era, sheds light on the company’s latest campaign, "Forever New York," starring renowned BMX rider Nigel Sylvester. This initiative not only showcases New Era's iconic caps, but also emphasizes the Big Apple’s vibrant culture and its influence on sports fashion energy of the Big Apple.
“Very few people represent New York as authentically as Nigel,” said Maidment.
He adds that this campaign not only represented authenticity, but the freedom for Sylvester to deploy his expression as the creative director, which is different for campaigns and photoshoots that Maidment has led in the past.
“I normally go to photoshoot and I’ve got a hard agenda,” he says. “When we work with (professional sports) leagues, there are certain boxes I need to check,” but this instance was different.
“Forever New York” is about celebrating the authentic connection between our brand and the city,” Maidment explained.
“Nigel embodies that connection. His journey as an athlete mirrors the hustle and creativity that define New York.”
Captured by the lends of renowned photographer Raven “Ravie B” Varona, “FW24” highlights the evolution of sports fashion, which has transformed from mere athletic gear to a cultural statement. Athletes today are not just players, but are style icons. New Era has played a crucial role in this evolution, providing the headwear that fans and athletes alike wear with pride.
“For sports to have that red carpet runway before every game, I think it’s incredible,” said Maidment. Sometimes that’s more fun than the game, depending on the game.”
“Forever New York” stars Grammy-nominated rapper Dave East, media personality Scottie Beam, model Tyson Beckford and more. As New Era continues to innovate while honoring its roots, Maidment believes that the brand’s commitment to authenticity will prove its lasting relevance in both sports and fashion. With projects like this, New Era is not only selling caps, but celebrating culture, creative freedom and passion.
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