SWAG ON: The UAAP gears up with New Era PH
Anton Roxas on Jul 29, 2018 04:53 PM
New Era Philippines recently celebrated its third year anniversary along with the announcement of it partnership with the UAAP.
The most popular collegiate sports league in the Philippines just experienced a major style upgrade.
New Era Philippines recently celebrated its third year anniversary along with the announcement of their biggest local collaboration at the Mega Fashion Hall in SM Megamall. The world-renowned headwear, apparel and accessories brand has officially partnered up with the UAAP (University Athletic Association of the Philippines) in preparation for its 81st season which begins on September 8.
“We’ve been thinking about which local partnership we should do. One of them was the UAAP. Pretty much a lot of people here came from one of those schools in the league. New Era’s been in sports. Like, in the States, they sponsor the NCAA. Why should we not do it here?” said Melvin Lloyd Lim, Chairman and CEO of Authentic Caps Distribution, Inc.
New Era is known for its partnerships with major professional sports organizations in the United States like the NBA, NFL and Major League Baseball. Despite having this image, New Era Philippines is optimistic about this new venture with the UAAP.
“This isn’t the only collegiate partnership we have in the world. We actually have a number of them. The fans of our brand are 18 to 25 years old and in many cases college students. So, you think about the lifestyle consumer who buys New Era and are trying to put together an outfit. They can do it now sporting their university,” said Daniel Broderick, New Era Managing Director for Asia-Pacific.
Also present at the event entitled, “Infinithree” was UAAP Executive Director, Atty. Rebo Saguisag who revealed the theme for UAAP Season 81 which will be hosted by National University.
“The partnership between the UAAP and New Era is actually in line with our theme for the upcoming season which is ‘It All Begins Here’,” said Saguisag, who also added that the deal covers three years from the league’s 81st season to the 83rd season.
Fans got a glimpse of the New Era UAAP cap collection which can now be pre-ordered here
Since the arrival of New Era to the country three years ago, the brand has expanded from just having one store to 11. Their products are also being sold at other retailers like NBA Store, Capital and The Nines. Lim and Broderick are delighted with the growth of the Filipino cap community.
“When I see people in the mall or outside, a lot of them are wearing New Era caps. I’m very happy that they accepted it. Actually, I think we are a cap wearing country. Before, I was thinking, ‘It’s a premium cap. Will they accept it?’ So, I’m just very thankful to the Filipinos for accepting it,” said Lim.
“It’s beyond our expectation. We knew we had a huge amount of fans here. But, it’s about finding the right people to bring our brand to life. And our friends at Authentic Caps have been able to take our vision and bring it to life here,” said Broderick.
Moving forward, Lim, the Chairman and CEO of Authentic Caps Distribution, Inc. is envisioning more collaborations with local leagues and even local artists.
“Act Global, think Local. New Era has a mentality like that. That’s why we’re doing a lot of collaborations with local artists. Gloc-9 is the first but, we’ll be doing more. I want to represent the Philippines because this is New Era Philippines.”
With the UAAP becoming the first sports league to partner up with New Era, Broderick, who hails from New York sees this opportunity as a way to really show everybody in the country what the brand is all about.
“I think it really is a new beginning for us in this Philippine market because the reality is, we’re coming into the market primarily as a streetwear brand. But, if you look into our stores, ‘what do you see?’ It’s more of a lifestyle fashion environment. It’s not really a sports environment per se. With the UAAP, it really gets into who we are as a brand. We really are rooted as a sports brand.”