New Era Europe

Launching European social media for a global brand

A hand holds a red New York Yankees baseball cap in a store aisle. The background is blurry with shelves displaying various items, and bright overhead lighting.

Launching and delivering New Era EMEA's social media presence and strategy during its inception in 2011. The best of New Era across Europe, The Middle East and Africa, across Facebook, Twitter, Instagram, YouTube and more for the world’s leading licensed headwear brand.

Strategy // Content Creation // Copywriting // Reporting // Paid Media // Online PR / Seeding

IMPACT

Growing New Era's social media community from zero to over 1/3 million and initiating the brand's first foray globally into Instagram and numerous other, now staple, media platforms. Increased visibility and brand heat across Europe's community of tastemakers, with a number of pro-active brand campaigns.

Launching a number of proactive partnerships for New Era including…

New Era X Boiler Room

A person wearing black gloves is handling a large sheet of pink fabric with a design drawn on it. The fabric is laid out on a table, and the person is holding a white cylindrical object.

Pro-actively organising a brand collaboration in 2012 which culminated in limited edition custom Boiler Room caps being produced for seeding with many of the world's most credible music tastemakers, ahead of the platform’s rapid ascension.

Brand Partnership // Product Seeding

Product went on the heads of numerous tastemakers, seen by millions live on Boiler Room's live stream. The New Era x Boiler Room 59FIFTY became a much sought-after and talked about product.

New Era X Ground Release

Collaborating with the world's most critically acclaimed graffiti artists.

Pro-actively pitched and initiated a New Era brand collaboration in 2013 with the aim of creating increased awareness and energy around the New Era London Flagship store. Responsible for all digital seeding and social media coverage.

Ground Release is a creative network which brings together many of the world's most critically acclaimed graffiti artists of the time. The New Era Flagship store exhibited exclusive prints by featured artists - Roid, Felipe Pantone, Kem5, Soten, Ojey, Dems, Monster and Zoer and released a selection of collaborative products with each artist.

Extensive coverage across most of the world's most respected street art and lifestyle publications - placing the New Era London Flagship store in the spotlight and introducing it to new demographics of consumers and tastemakers.

Brand Partnership // Online PR // Community Management

A computer screenshot of a webpage titled 'Planet Notion' from October 12, 2017. The article discusses a partnership between New Era and Ground Release, highlighting their latest print sessions. There is an image of folded paper cards with red and white geometric designs, and an advertisement for men's jogger pants with colorful patterns on the right side.

Screenshot of a webpage from Graffuturism with a video thumbnail titled "PRINT SESSIONS SERIES #1-2 from Ground Release" showing small white cubes with black edges and logos, some labeled "Ground Release" and others with various graphic designs.

A stack of printed documents, including certificates and signed papers, related to New Era X Ground Release: Print Sessions, with some signatures and stamps visible.

Screenshot of UK Street Art website featuring an article about New Era x Ground Release Print Sessions, with related street art graphics and advertisements on the right side.

A close-up photograph of street art with bold black outlines, red and white paint, and abstract shapes, resembling a mural or graffiti on a wall.

A screenshot of a website featuring an article about a new release of ground prints for video and photos, including a photo of small black and white cubes with logos and text related to the ground release, on a light surface.