Cubs’ Javier Baez reigns in New Era work


Well, this is dope. Just in time for opening day, 72andSunny New York and New Era Caps has launched “We Who Reign,” a new, multi-platform campaign that juxtaposes traditional kings and queens with today’s reigning cultural creators in their modern day “crowns” — the iconic New Era Authentic Collection 59FIFTY Fitted.

And it’s a home run.

Billed as the largest cross-cultural campaign for MLB in New Era’s 98-year history, “We Who Reign” ushers in the 2018 Major League Baseball season with a new monarchy of all-star athletes and award-winning artists including Baez, Los Angeles Dodgers shortstop LA Dodgers shortstop Corey Seager, Washington Nationals right fielder, Bryce Harper; Houston Astros second baseman and reigning American League MVP Jose Altuvé; rappers Big Sean and A$AP Ferg; leading afro-futurist artist, Hebru Brantley, reigning DJs, Kitty Cash and CoCo & Breezy and many more.


“‘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.”

To bring “We Who Reign” to life, the 72andSunny team enlisted rapper Rakim, who assumes the role of narrator and director Marcus Smith for visuals that are stunning. Mike WiLL supplied an exclusive new record for the video’s soundtrack, while Hebru Brantley served up some original pieces of art. Take a look at the 90-second video below:



New Era, which owns seven flagship stores globally, began working with 72andSunny roughly nine months ago. According to Executive Creative Director Bryan Rowles, the agency’s job was to get “the New Era authentic collection fitted into a broader cultural conversation beyond baseball.” He added that the campaign promotes towns as modern-day kingdoms–a Yankees hat, for example, doesn’t say “Y” for the team, but “NY” for New York.

(Courtesy of 72andSunny)

Debuting on the heels of the “Claim the Crown” release, “We Who Reign” marks a larger shift in the brand’s direction, with the overarching campaign transcending just baseball alone, and spanning sports, music, art, and culture. It’s a move baseball desperately needs as it tries to expand its fan based.

In addition, this special collective of athletes and artists will be featured in a series of complementary campaign images, which can be seen on New Era Cap’s social channels and at retail stores nationwide.

I’m a huge baseball fan (Go Phillies) but even I can admit that baseball lacks a certain cool factor that exists in the NFL and NBA. This New Era campaign helps elevate the sport to that same level.



New Era Cap Co.:
   CEO / Owner: Chris Koch
   Vice President / Owner: Lindsey Koch
   Senior Vice President, Brand: Mark Maidment
   Creative Director: Martin Morris
   Director, MLB Business Unit: Tony DeSimone
   Senior Marketing Manager MLB Business Unit: Shaun Rachau
   Marketing Coordinator, MLB Business Unit: Toran Nigrelli
   Brand Manager, Events: Victoria Mintz
   Director, Entertainment Marketing: Eddie Capobianco


   Creative Co-Chairman: Glenn Cole
   Executive Creative Director: Bryan Rowles
   Executive Creative Director: Justine Armour
   Creative Director: Gabrielle Shirdan
   Creative Director: Dabo Che
   Designer: Chidalu Montanya
   Writer: Corey O’Brien
   Business Development Director: Mallory Solomon
   Brand Manager: Joslyn Summerset
   Sr. Strategist: Sidney Henne
   Executive Film Producer: Ryan Chong
   Sr. Film Producer: Michael Lenic
   Sr. Art Producer: Sabrina Bajaj
   Partnerships and Legal Director: Denice Heyward
   Sr. Partnerships and Legal Manager: Quentin Perry
   Sr. Partnerships and Legal Manager: LaTanya Ware
   Partnerships and Legal Manager: Rich Sica


HECHO en 72 (editorial)
   Managing Director: Tom Dunlap
   Editorial Executive Producer: Saima Aiwan
   Producer: Annika Volbert
   Editor: Nick Gartner
   Asst Editor: Matt Tolkin
   Executive Producer: Jonny Edwards
   Film Coordinator: Nicole Abascal
   Line Producer: Gabe Reiter
   Director: Marcus Smith
   Director of Photography: Ryan Helfant
   Motion Graphics Creative Director: Gene Sung
   Producer: Caroline Anguiano
   Audio Engineer: Jesse Herrera

HECHO en 72 (Print)
   Photographer: Marcus Smith
   Producer: Nick Bernal

HECHO en 72 (Color/Finishing)
   Producer: Annika Volbert
   Colorist: Michael Gossen

Music – We Who Reign
   Composer/Producer: Mike WiLL Made It

Contact Colin Costello at or follow him on Twitter @colincostello10.