New Era Cap launches 'Fit for the Streets' – a brand energy tour
15 Feb '06
2 min read
Sports headwear maker New Era Cap Co Inc informed that it will launch 'Fit for the Streets,' a brand energy tour, during the 2006 NBA All Star Weekend in Houston, TX.
Houston is the first stop on the company's nationwide tour running through November 2006; other cities include Atlanta, Chicago, Detroit, Los Angeles, Miami, New York, Philadelphia and Washington, DC.
New Era's 'Fit for the Streets' tour will deliver the New Era experience directly to New Era's biggest fans; where they live and breathe. The tour will tell the story of New Era's signature headwear, including the New Era 59FIFTY, from its roots in fashion hats in the 1920s to its 8 decade history in baseball to its last 10 years as an icon in music and culture.
New Era Cap's VP of Global Marketing, John DeWaal said, "The New Era brand is one that has evolved over our 86-year history."
"It's an experience fostered in a great history, one that we want to share with our consumers in a direct and intimate way. We believe that New Era 'Fits,' and this tour will exhibit how New Era has organically become integrated into people's lives and how it has come to fit into a great cross section of lifestyles," DeWaal said.
'Fit for the Streets' will make its way across the country on a newly customized 60 foot articulated Prevost tour bus featuring external New Era branding applications in paint and vinyl; the bus' interior is split into two sections: the front portion, a public showroom, and the rear is a VIP lounge.
marketing@alchempro.com
