The last day of March saw the England & Wales Cricket Board (ECB)’s new ‘The Hundred’ tournament continue its preparations for its delayed inaugural season with the launch of a new online store spearheaded by a cap collection by new partner New Era.
The digital shop opened with a collection of caps designed by global headwear brand and official The Hundred partner New Era with the range featuring items championing each if the eight city-based teams (men’s and women’s sides) taking part in the competition.
The collaboration starts with New Era’s famous ‘9FIFTY Stretch Snapback’ caps customised for each The Hundred team.
The digital-first promotional campaign was led by a hero spot and supported by a set of social media content amplified across the tournament’s channels and New Era’s own online platforms.
New Era Brand Director EMEA Laurence Joslin, commented: “With the sports fan in mind, we have created a unique collection of caps inspired by the essence and personality of the teams participating in The Hundred. We want to excite the fans and give them the opportunity to champion their team through headwear.”
Comment:
The campaign and collection sees The Hundred joins leading sports leagues around the world – including the NBA, NFL and MLB – to team up with New Era.
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