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FACE/OFF
by kenn on 6/21/2004 06:17:00 PM

****** CAM'RON/NEW ERA PRESS RELEASE ******

FOR IMMEDIATE RELEASE

CAM'RON'S NEW ERA 59FIFTY DESIGN FOR 59FIFTYat50 CAMPAIGN TO LAUNCH
THURSDAY JUNE 24

July Launch to Feature Television VJ La La and DJ Green Lantern

DERBY, NY (June 21, 2004) - New Era Cap Company, Inc., the premier, global headwear designer, developer and manufacturer, announced its fifth Capture the Flag, limited edition, celebrity designed New Era 59FIFTY - by Roc-A-Fella Records recording artist Cam'ron. Cam'ron's 59FIFTY design, hits retail this Thursday, June 24th.

Cam'ron, the Harlem-bred Rapper known for making the color pink the "in-color" of Hip-Hop fashion, takes center stage with his New Era 59FIFTY design. Continuing to expand the boundaries of what's in for the fashion conscious urban man, Cam'ron's 59FIFTY brings something new to New Era's fold; his fitted features a black based, 100% Chromespun metallic fabric with strong metallic purple accents, which is in line
with the theme for his forthcoming album Purple Haze. But true to his flare for pink, Cam'ron's cap features a satin pink under visor and embroidery accents. The cap's front logo represents his label - The Diplomats - imaging; back embroidery is an Old English stylized "C," and his name is emblazoned on the right wear-side of the 59FIFTY.

"Fashion is my sport, and so working with New Era to design my own custom 59FIFTY fitted works for me," said Cam'ron. "People know that I am a leader in fashion trends, and that I only get down with the best. New Era has been around for a long time, and they have been making the 59FIFTY for 50 years, that's legitimate. The 59FIFTY is the best fitted."

The Cam'ron-design will be exclusively available at: Classic Kicks and Premium Goods (New York); Total Sports (Philadelphia); Lark (Chicago); Huf (San Francisco); Undefeated (Los Angeles); and in Tokyo, Japan. New Era will sell the Cam'ron 59FIFTY fitted at www.59FIFTYat50.com beginning 12:00 a.m. on Thursday the 24th. A limited number of Cam'ron's 59FIFTY will also be available on www.rocawear.com on the 24th at 2:00 pm. A portion of the Cam'ron's cap proceeds will go to the
Cam's Kids foundation.

New Era's Thursday, July 29th Capture the Flag, limited edition, celebrity designed 59FIFTY launch will feature two guest designers; each designing their own cap - MTV VJ La La and the renowned DJ Green Lantern.

Cam'ron and his Harlem Diplomats crew - including Jim Jones, Juelz Santana and Freekey Zeekey - have become a movement. Cam'ron's '02 Come Home With Me album, his first for Roc-A-Fella and his first platinum-seller, spawned the massive hits "Oh Boy" and "Hey Ma" and launched Cam to superstar status. Since then, Cam has released The Diplomats' Diplomatic Immunity and Juelz Santana's solo debut From Me To U. While the rap world eagerly awaits Cam'ron's forthcoming Purple Haze, set to be released this fall, he continues to flood the streets with mixtapes and has launched a new cognac-based liquor, Sizzurp, with partner Jim Jones.

59FIFTYs designed for the Capture the Flag, guest designer series, launch the last Thursday of every month, through December 2004. A Portion of the proceeds for each Capture the Flag 59FIFTY will go to the charity of the guest designer's choice. The Capture the Flag series highlights New Era's ability to produce highly customized headwear that is driven by and made for the most unique individuals in the world.

The New Era 59FIFTY, born in 1954, was developed as uniform headwear for Major League Baseball players and has stood for authenticity, quality, allegiance, and identity in its 50 years. Familiarly referenced as a "Fitted," the 59FIFTY set the standard by which fitted baseball caps are made. It was Harold Koch, the son of New Era's founder Ehrhardt Koch, who felt that there was a need for a carefully crafted fitted cap made of high quality, 100% worsted wool - one that would give baseball teams and players a distinct uniform look.

The 59FIFTYat50 campaign will be driven by a definitive, multi-leveled product development story. The three elements of the campaign are: "Capture the Flag," custom 59FIFTYs by guest designers, launched monthly and sold in limited edition quantities at a small number of boutiques around the world; "Gold Star," custom 59FIFTYs developed in limited run, unique fabrics and treatments; and "National," specially designed, custom 59FIFTYs that will be exclusive to the campaign's featured
national retailer HAT WORLD/LIDS. The New Era 59FIFTYat50 campaign will be supported by a print advertising campaign; 59FIFTYat50.com, a micro-site; POP; special labeling and other special campaign markings and packaging.

New Era Cap is a global sports headwear designer, developer and manufacturer, making more than 20 million licensed and non-licensed, performance and fashion units per year. The exclusive manufacturer and marketer of Major League Baseball's official uniform caps, worn on the field of play by every Major and Minor League player, its other licenses include National Basketball Association, National Hockey League, Arena Football, NCAA Champions, College - Bowl Games and National Championships and Little League. Founded in 1920, New Era is a privately owned company, headquartered in Derby, New York, with divisions in Canada and Europe; it employs more than 1,500 people. New Era is a Category A member of the Fair Labor Association.

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