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2/15/2006

 
New Era Cap Launches National Brand Energy Tour

'Fit for the Streets' Tour Launches in Houston During 2006 NBA All Star Weekend

60 Foot Articulated Prevost Bus Customized into a New Era Mobile Showroom

DERBY, N.Y., Feb. 15 /PRNewswire/ -- New Era Cap Co., Inc., the premier, global headwear designer, developer and manufacturer, announced today 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. The vehicle will feature a mix of products ranging from recent releases to new and yet to be released styles. Making visits to retail, community events and other consumer related activities, the tour will present a personal and intimate brand experience, growing brand awareness, while celebrating the brand loyalty that exists across the country.

"The New Era brand is one that has evolved over our 86-year history," said New Era Cap's Vice President of Global Marketing, John DeWaal. "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."

"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. The showroom highlights New Era's product and its relationship with sports and music: features include product displays, six Technics turntables, six LG plasma TVs, a JBL home and car audio system wired by Tsunami Audio and a photo installation exhibiting images taken by Hip Hop's premier photographer Jonathan Mannion. The VIP lounge, outfitted with plush magenta banquettes, features product displays, a Harman Kardan sound system, two 42 inch LG plasma TVs, and wireless Xbox 360.

While in Houston, New Era and the "Fit for the Streets" tour will host a celebrity gifting suite; will co-sponsor the Alonzo Mourning & Magic Johnson 8Ball Tournament @ Jillian's; and make two retail visits, Athletes Foot, 11281 Fondren Rd. and Sports Wrap, Sharpstown Mall.

The "Fit for the Streets" tour was created and will be managed by Buzztone Inc., an integrated marketing firm based in New York and Los Angeles, and will be supported with a "Fit for the Streets" portal, supported by GPS technology, on http://www.neweracap.com/ , that will follow the tour as it crisscrosses the country, meeting New Era fans and introducing the brand to new ones.

New Era Cap is a Derby, NY-based sports headwear designer, developer and manufacturer, with sales offices in Canada, Europe and Japan. Making more than 25 million licensed and non-licensed, performance and fashion units per year, New Era is the exclusive manufacturer and marketer of Major League Baseball's official uniform caps, worn on the field of play by every Major and Minor League player; its other licenses include National Basketball Association, National Hockey League. Founded in 1920, New Era is a privately owned company employing more than 1,500 people in New York and Alabama and overseas. New Era is a Category A affiliate of the Fair Labor Association.

Source: New Era Cap Co., Inc.

CONTACT: Crystal Howard of New Era Cap, +1-716-400-3057 - cell,
crystal.howard@neweracap.com; or Elana, Elana@therosegrp.com or Lauren,
Lauren@therosegrp.com, both of The Rose Group for New Era Cap, +1-310-280-
3710

Web site: http://neweracap.com/




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