Narrated by C.C. Sabathia and directed by Set
Free Richardson, the documentary film premieres at MLB All-Star
Week
Adding to the 59FIFTY's 70th anniversary
celebrations, New Era Cap partners with Mets 1B Pete Alonso on
$70,000 HR Derby charitable grant
challenge
BUFFALO,
N.Y., July 15, 2024 /PRNewswire/ -- What began
as a style to standardize the professional baseball uniform in 1954
has evolved into a cultural icon. To celebrate the history, legacy,
and authenticity of New Era's iconic cap on its 70th
anniversary, the international sports and lifestyle brand created
the documentary, "The 59FIFTY Story," which debuted on Sunday, July 14 at the Capital One All-Star
Village in Arlington, Texas.
The trailer was released today on New Era's social media
platforms (@neweracap) with the complete documentary available on
July 16 on New Era's YouTube
channel.
Directed by Set Free Richardson and narrated by former Major
League Baseball pitcher C.C. Sabathia, the film created in
conjunction with MLB interviews celebrities and athletes to
highlight how the 59FIFTY fitted cap has shaped sports and
streetwear over the last seven decades.
The documentary also tells the story of Harold Koch, son of company founder Ehrhardt and
designer of the original 59FIFTY, through interviews with his
grandson Chris Koch, the
fourth-generation owner and CEO of New Era.
"To see the 59FIFTY cap celebrate its
70th anniversary is a very emotional and proud
moment for me personally and for the whole New Era team," Koch
said. "This cap was created by my grandfather in 1954, and I know
he would be immensely proud to see this iconic cap's story being
told in a documentary of this quality. The 59FIFTY fitted cap,
famous globally for its quality and craftmanship, has empowered
creativity and self-expression for 70 years, and for that we are
very grateful."
As the official cap of numerous major sports leagues, including
the official on-field cap of MLB, New Era's 59FIFTY is the cap
athletes wear at the most joyous moments of their careers, from
draft day to championship parades.
But the authentic style of the 59FIFTY reaches beyond the sports
world. The silhouette has been featured in music videos, on red
carpets and runways as its influence has grown in culture, fashion,
and streetwear spaces.
"While it started as a simple, practical piece of the baseball
uniform, the 59FIFTY cap has grown to influence global style,
encompassing everything from streetwear to luxury fashion," said
Mark Maidment, Senior Vice President
of Brand at New Era Cap. "This
documentary showcases that range of influence and how the 59FIFTY
has served as a canvas for artists, musicians, and athletes around
the world."
To tell the story of the cultural impact of the 59FIFTY, the
documentary features interviews with Spike
Lee – whose custom red New York Yankees cap for the 1996
World Series ignited a crossover moment between fashion and sport –
along with sports superstars Carmelo
Anthony (former NBA All-Star), Jayson Tatum (Boston Celtics) and Jim
Leyritz (former New York Yankee).
"To be selected as the director for this film is a humbling
honor," said Richardson. "For me,
telling the story of the 59FIFTY and how it connects to New Era,
MLB, and culture was a home run! The 59FIFTY changed the hat world
on and off the field, and seeing this product endure for 70 years
speaks volumes about the brand and its quality. The 59FIFTY — it's
more than just a cap. It's a symbol of style, identity, and
tradition that has left a mark on both sports and culture."
To further celebrate the 70th anniversary of the
59FIFTY cap and New Era's roots with professional baseball, the
company is partnering with New York Mets first baseman Pete Alonso as he competes in the 2024 T-Mobile
Home Run Derby on Monday night. If Alonso hits 40 or more total
home runs in the derby, New Era Cap will make a $70,000 donation to The Alonso Foundation, which
supports youth, animal welfare, and veterans.
ABOUT NEW ERA CAP: Since 1920, New Era has been
hand-crafting the finest headwear in the world. Today, with an
expansive portfolio of global licenses, the addition of apparel and
accessories lines, and 1,000+ worldwide retail store network, the
brand is a market leader rooted in sports and an influencer of
street and lifestyle culture around the world. The Company is
headquartered in Buffalo, N.Y.,
and its products are sold in more than 125 countries. For more
information on New Era's global offices and partnerships, visit
www.neweracap.com and social channels @neweracap.
PRESS CONTACT:
John
Mackowiak
The Martin Group for New Era Cap, Inc.
518-618-1175 | jmackowiak@martingroupmarketing.com
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SOURCE New Era Cap LLC