NEW ERA X THE HUNDRED UNVEIL EXCLUSIVE HEADWEAR COLLABORATION WITH LOOKBOOK
The collaboration sees The Hundred put its own unique spin on New Era’s iconic 9FORTY and 9FIFTY snapback caps
31 March 2021: Today, The Hundred – a new 100-ball cricket competition fusing epic
entertainment with high energy sporting action – and New Era – the global headwear brand –
come together to release a lookbook featuring a collection of new lifestyle caps designed for
the inaugural competition.
Shot by award-winning photographer Andrew Whitton, the lookbook brings together the
worlds of streetwear and cricket, for the first time on this scale, using bold, colourful imagery
to reflect the unique design of The Hundred’s eight city-based teams.
The lookbook release builds towards the launch of The Hundred this July, featuring eight
teams across seven cities – London, Birmingham, Nottingham, Cardiff, Manchester, Leeds and
Southampton. Featuring world-class players on the pitch and stars from the world of
entertainment off it, The Hundred is set to be this summer’s must-see event.
Each team’s design and personality is brought to life through New Era’s world renowned
9FIFTY and 9FORTY snapback caps. The collection is now available from The Hundred’s newly
launched online store and selected retailers, alongside various styles in a range of fabrics
including the lightweight, breathable and UV-protected Diamond Era fabric.
Alongside the 9FIFTY Stretch Snapback and the 9FORTY, both of which are featured in the
lookbook, the 39THIRTY is available for purchase from The Hundred’s online store. Fans can also get their hands on the player kit and merch ready to support their favourite teams this
summer.
This collaboration sees The Hundred join some of the world’s most high-profile sports,
including NBA, NFL and MLB, in its association and official three-year partnership with New
Era.
Laurence Joslin, Brand Director EMEA at New Era, said, “With the sports fan and fashion
enthusiast in mind, we have created a unique collection of caps inspired by the essence and
personality of the teams participating in The Hundred. We want to excite the fans and give
them the opportunity to champion their team through headwear.”
“The 9FIFTY, 9FORTY and 39THIRTY caps are now available with an RRP of £31, £19 and £26 respectively from thehundred.com from 31 March 2021. To get access to the online store, take part in competitions to win merchandise and tickets and get the latest news for The Hundred, click here.”
