New Era Cap, the US headwear company, has announced a multi-year official product agreement with the US Olympic and Paralympic Teams (USOPC).
As a licensee, the brand will create exclusive sportswear for Team USA for the upcoming Paris 2024 Olympic and Paralympic Games, the Milano-Cortina 2026 Winter Olympics, and the LA28 games, on home turf, including specific LA28 products.
New Era will provide exclusive headwear to US Olympians and Paralympians. This new agreement represents Team USA’s first-ever official product deal with a headwear-focused brand.
The brand has also announced six brand ambassadors for the 2024 Paris Olympics: Claire Curzan (swimming), Shawnti Jackson (track and field), Ilona Maher (rugby), Gerek Meinhardt (fencing), Fred Richard (gymnastics), and Jayson Tatum (basketball).
In recent months, New Era has partnered with LIV Golf, the controversial golf tour backed by Saudi Arabia’s Public Investment Fund (PIF), and Red Bull Sim Racing, the Formula 1 motor racing heavyweights’ esports team.
New Era also has deals in place with major US leagues such as baseball’s MLB, American football’s NFL, and basketball’s NBA.
The USOPC, meanwhile, unveiled a multi-year tie-up with medical apparel brand FIGS in late May.
