From the vibrant pulsations of the city streets, New Era presents an intimate exploration into the hidden layers of urban culture for its latest “BEAT OF THE CITY” Campaign.
The aptly titled “BEAT OF THE CITY” campaign waltzes across the grand stage of Europe, narrating tales of multi-generational artists, their inspiration, and the sublime evolution of their craft. All of this, while drawing from New Era‘ deep-seated connection to Major League Baseball (MLB), a testament to the brand’s enduring love affair with America’s favourite pastime.
As we delve deeper into the campaign, we encounter an ensemble of diverse talents, each breathing life into their respective fields of expertise. Our journey unfolds in the United Kingdom with the maestros of the barbering world, Mark Maciver and Justin Carr, before traversing the Channel to rendezvous with French rap royalty, Médine Zaouiche, and his son Massoud, a budding rap artist himself. The artistic labyrinth of Berlin introduces us to the expressive worlds of Manuel Osterholt, known in the art sphere as SuperBlast, and Younes Mohammadi, and later, the glamorous allure of Italian actors Stefano Sala and Livio Kone. Our expedition concludes in Madrid, where we get a fascinating glimpse into the soul-stirring artistry of flamenco dancers Penelope Pasca and her daughter Alejandra de Castro.
The “BEAT OF THE CITY” campaign, while highlighting the latest Fall collection of MLB apparel and headwear in the iconic colors of the New York Yankees, Los Angeles Dodgers, and Oakland Athletics, seamlessly intertwines the world of fashion with the rhythm of creative expression. It not only immerses us into the raw and unfiltered narratives of established and rising artists but also stitches together their unique stories, unveiling a rich tapestry of creativity that subtly echoes the transformative nature of fashion itself. This intriguing campaign, steeped in vintage baseball aesthetics, melds together the past, the present, and the future, signifying New Era’s undying commitment to nurturing the eclectic voices of the city.
Click on this link to read this article in French version