STAPLES Center Shop to Carry Extensive Product Assortment, Apparel and allows Fans to Create Custom Headwear
New Era, the official cap of the MLB, NFL and NBA, today opened the doors to its permanent retail space – The New Era D-Lab – inside of STAPLES Center.
At the 3,160 square-foot, custom-designed store fans will be able to shop the latest in New Era headwear collections including exclusive designs, event-specific product, player/artist collaborations, local LA teams and product from New Era’s international stores as well as sneaker hook-ups, accessories and 5th & Ocean apparel.
"AEG was the perfect partner to work with on this project. Our brands span the worlds of sport, entertainment and music, and that’s reflected not only in the products people will see at The New Era D-Lab, but also in the look and feel of the space,” said Josh Feine, VP Sports Marketing & Corporate Sponsorships, New Era.
"We’re bringing in exclusive product collections on a regular basis and giving visitors the opportunity to create custom pieces using their favorite logos across New Era’s vast portfolio with our New Era by You program.”
Enhancing the customer experience is the ‘New Era by You’ customization area. Customers can design their very own New Era cap by choosing from the hundreds of team logos, colors and fabrics in the brand’s portfolio. This single-level store also features unique elements to New Era including:
- The Blocking Machine: Used to stretch a cap to fit a person’s head more comfortably, to reshape a cap to its original form and to clean a cap.
- The Heat Seal Machine: Used to adhere a patch to the side of a cap. New Era has designed a collection of special patches for The New Era D-Lab and will continue to release new patches for special events, sporting achievements, etc.
In addition to the retail experience, The New Era D-Lab will host private tastemaker, celebrity and athlete endorsement events throughout the year. Athletes will also be able to use the VIP area to work with a New Era designer on special collaborations.
The New Era D-Lab is part of a multi-year agreement, brokered by AEG Global Partnerships in 2016, which named New Era as a Founding Partner and the exclusive headwear supplier of L.A. LIVE, the LA Kings, Microsoft Theater and The Novo by Microsoft. The store is located in the front of STAPLES Center on the corner of Chick Hearn Court and Figueroa, looking onto Microsoft Square.
Renderings of the New Era D-Lab can be found: https://newera.box.com/s/12zlrehwhxfjbfeaqief73rnxgan21q1
Jennifer Walker, Walker Drawas
ABOUT NEW ERA
Since 1920, New Era has been hand-crafting the finest headwear in the world. Today, with apparel and accessories lines, the brand is a market leader rooted in sports and an influencer of street and lifestyle culture around the globe. With over 500 licenses in its portfolio, New Era is the brand of choice in the worlds of sport, fashion, music and entertainment. The Company is headquartered in Buffalo, N.Y., and its products are sold in more than 80 countries. For more information on New Era’s global offices and partnerships, visit www.neweracap.com and social channels @neweracap.
Headquartered in Los Angeles, California, AEG is the world’s leading sports and live entertainment company. With offices on five continents, AEG operates in the following business segments: AEG Facilities, which is affiliated with or owns, manages or consults with more than 120 preeminent arenas, stadiums, theaters, clubs and convention centers around the world including The O2 Arena, the Sprint Center and the Mercedes-Benz Arenas; AEG Live, which is dedicated to all aspects of live contemporary music performances, including producing and promoting global and regional concert tours, music and special events and world-renowned festivals; AEG Real Estate, which develops world-class venues, as well as major sports and entertainment districts like STAPLES Center and L.A. LIVE; AEG Sports, which is the world’s largest operator of sports franchises and high-profile sporting events; and AEG Global Partnerships, which oversees worldwide sales and servicing of sponsorships including naming rights, premium seating and other strategic partnerships. Through its worldwide network of venues, portfolio of powerful sports and music brands, AXS.com ticketing platform, AXS cable television channel and its integrated entertainment districts, AEG entertains more than 100 million guests annually. More information about AEG can be found at www.aegworldwide.com.
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