New Era Cap Selects nParallel to Bring the New Era Brand from the Playing Fields to the Fans at Major League Baseball Parks

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nParallel Designs and Builds Selling Kiosks and Shop-in-Shop Retail Areas for New Era Merchandise at all 30 Major League Ballparks

nParallel has been selected by New Era Cap to develop portable, outdoor selling kiosks and indoor shop-in-shop environments to promote the sale of New Era merchandise at all 30 ballparks in Major League Baseball. nParallel is an international brand communication, merchandising strategy and display agency based in Minneapolis, Minn. New Era, headquartered in Buffalo, N.Y., is the leading designer and manufacturer of headwear and the exclusive manufacturer and marketer of the official on-field caps worn by all baseball players on every Major League Baseball team. New Era is now installing the shop-in-shop system in teams' existing stores and delivering the portable kiosks to all major league ballparks. The roll-out will be completed by April 2009.

"Every player on every team in Major League Baseball wears an official New Era Authentic Collection cap," said John DeWaal, vice president, brand communication, New Era Cap. "Our goal is to bring that message and our brand up from the playing fields and into retail areas of all the ballparks."

After an initial evaluation, New Era narrowed its list of potential agencies to five firms and sent them a request-for-proposals. New Era judged each agency's proposed designs on overall creativity, expression of the New Era brand, integration of elements of each team's unique identity, use of images that reflect each ballpark's emblematic architectural features, and the potential to support and increases sales. "nParallel presented the best designs based on all our factors," said DeWaal.

"New Era and Major League Baseball are premier brands," said Megan Diamond, president, nParallel. "The history and richness of these brands and the distinct aspects of each ballpark and team identity inspired our creative team."

About New Era Cap

Founded in 1920, New Era Cap Company, Inc., the leading headwear manufacturer and creator of New Era Apparel, brings to market products that transcend time, culture, sport and fashion. Producing more than 35 million caps per year, New Era is the exclusive manufacturer and marketer of the official on-field cap worn by every Major League Baseball team and their Minor League affiliates and maintaining agreements with other licensed entities. On the street, New Era is known as the Originator of the True Fitted for its signature cap style, the 59FIFTY. Some of the Company's core markets include Action Sports, Children, Fan, Women and Fashion/Lifestyle. The Company, headquartered in Buffalo, New York, employs approximately 1,700 people world-wide in New York, Alabama and at its operations in Canada, Europe, Japan and Hong Kong. New Era is a 'Category A' affiliate of the Fair Labor Association.

About nParallel

Brand marketers and retailers know that store fixtures, merchandising systems and tradeshow displays establish the brand experience, engage customers and drive sales - if they are planned with imagination, then skillfully crafted. But, too often, unfocused planning, uneven execution and unexpected costs squeeze the creative spark out of their most promising concepts. The alternative? nParallel (, the international brand communication, merchandising strategy and display agency based in Minneapolis. Whether the venue for connecting with your customers is a store or a show, nParallel fulfills the big-picture vision while keeping a sharp eye focused on the details of disciplined production, meticulous program management, and the budget bottom line. Seeking uncompromised excellence in brand communication? Call nParallel, 763.231.4800.


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Dana Marciniak
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