US brands making lifestyle connection

Dubai: The American way has gone universal — it is an imagery that has found its echo and resonance in brands from Ralph Lauren to Tommy Hilfiger and from the muscle-heavy Camaro to the go-anywhere RAM pick-up. These brands and the values they embody have their legions of committed followers worldwide.

But can the same be said about American sports and the merchandise that it spawns in these markets? Sure, the NBA is keenly followed and NBA stars’ jersey numbers are a must-have for any hipster if he is to be taken seriously. You also have the New York Knicks merchandise, but beyond that the following is limited to a niche.

It is this very niche that New Era — the licensee for 59fifty baseball, NFL and NHL merchandise — wants to prise open wide. “Traditional US sport is rooted in New Era’s heritage… and authenticity is the foundation to our global brand values,” said Paul Gils, the Emea vice-president at New Era. “A lot of people in the US buy our products because they follow their favourite MLB team, for example.

“When you look at European countries — and the same applies to the Gulf — our caps are largely sold as a lifestyle choice. It is part of a uniform where the colour of the cap has to match the colour of the latest sneakers.

“It’s not about team loyalty, it’s much more about style. For this reason, I think we can have the same development success as we’ve had in the rest of Emea.”

The brand has “a strategic start-up plan” in process across the GCC, and it will build on tie-ins with key retailers in the sporting goods and lifestyle fashion space. There is an on-going arrangement with DDE, and “They have worked well to launch the brand and their newly improved infrastructure to better service the Gulf markets,” Gils added.

There will also be deft movements on the sponsorship angle. There is a headwear deal with Al Ahli Football Club and others of its kind are being looked on in the Gulf. All of these plus the retail sales should translate into doubling the volumes in the next two to three years.

“The lifestyle culture will broaden our commercial opportunities but we also want to connect with regional teams as a reflection of our sports heritage,” said Gils. “We are the canvas that others paint on and have partnered with some of the greatest leagues, individuals and teams around the world; but we must remain true to our brand values and steer clear of commercial sponsorship deals that go beyond producing caps for the right partners.”