Nigel Sylvester enlists NYC figures like Dave East and Scottie Beam for New Era’s latest campaign
PR Newswire
“Working with Nigel once again allows us to tap into his unique vision as both a creative and athlete who fuses artistry with functionality,” said Mark Maidment, SVP of Brand and Marketing at New Era.
This statement underscores the collaboration behind New Era’s FW24 collection, titled “Forever New York,” which pays homage to New York City’s street culture and its connection to sports.
As the NFL season kickoff nears on September 5, 2024, New Era introduces this collection featuring all 32 NFL teams, with a particular focus on the New York Giants and Jets. The campaign is creatively directed by professional BMX athlete and Queens native Nigel Sylvester. Known for his strong ties to the city, Sylvester has curated a selection that blends street fashion with high-end styling, enlisting notable New Yorkers like rapper Dave East, jeweler Greg Yuna, and radio producer Scottie Beam as the campaign’s models.
This collaboration builds on a relationship that began in 2017 between New Era and Sylvester, resulting in several campaigns that explore the intersection of sports, fashion, and culture. In his role as creative advisor for “Forever New York,” Sylvester aims to reflect his journey as an unconventional athlete who brings together elements of sport, art, and fashion.
The FW24 collection, which includes hats, hoodies, and tees, is now available for purchase nationwide, offering fans an opportunity to represent their favorite teams. Sylvester emphasizes the personal nature of the project, stating, “Creative freedom to push the boundaries of sport, art, and fashion has inspired me for years throughout my journey as an unconventional athlete. As a creative advisor for this campaign, I personally selected these individuals for what they represent and for their deep connection and impact in their respective communities here in the city.“
The collection is available through New Era’s website and at various retailers, with additional updates provided on their social media channels.
New Era Drops Its ‘Forever New York’ FW24 Collection in Collaboration with the NFL.” PR Newswire, August 16, 2024.
Leave a Comment