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BRAND DIRECTION AND KEY STORIES
NEW ERA SPRING 2020 HEADWEAR RANGE
Heritage
Contemporary
Authentic
Sport
Lifestyle
Rich fabrics and execution of logos, clean aesthetic in design, classic details.
Technical performance, reactive fabrics, sportswear aesthetic, fan apparel.
Streetwear aesthetic, graphic inspired, bold colours and colour blocking.
SPRING 2020 : SEASON KICK OFF : BRAND DIRECTION
CONTEMPORARY LIFESTYLE: EMPOWER UP
Empower Up Moodboard
Own the Court
Empower Up Moodboard
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Inspired by graphic play and use of team assets and wordmarks to create a playful story which uses location of the graphics and colour blocking to create products which can be styled for a streetwear aesthetic and targets the consumer who does not buy into the product through being a fan but through fashion and the associations of the teams represented.
Bulls Hat 1
Bulls Hat 2
Bulls Hat 3
Bulls Hat 1
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Bulls Bucket
Lakers Bucket
Celtics Bucket
Bulls Bucket
1/3
Celtics Hat 1
Celtics Hat 2
Celtics Hat 3
Celtics Hat 1
1/3
SPRING 2020 : SEASON KICK OFF : BRAND DIRECTION
HERITAGE LIFESTYLE: MINDFUL CLASSICS
Mixture of throw back sports aesthetic with varsity inspired lettering and rich wools and flannels to create cleaner overall aesthetic. Also using traditional American League baseball logos which signal which devision the teams are in within Major League Baseball to add to the heritage direction this category is driven by. On top of this also using softer fabrics such as jersey in seasonal pop colours with clean smaller logos to allow this story to both be from the past and present in sportswear.
SPRING 2020 : SEASON KICK OFF : BRAND DIRECTION
CONTEMPORARY SPORT: ACTIVE BOY
Engineered plus colour update to seasonal colours from the Spring 2020 Line, also caps which are inspired by team wordmarks for the true sports fan and solidified with the iconic sport aesthetic New Era is known for. The front patches have been designed to include to use more assets for the NFL teams and stay in team colour with minimal colour blocking. Inspired to go with football jerseys and collectible for the National Football League fan.
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