LONDON: International sports and lifestyle brand New Era has announced a brand licensing deal with captain Virat Kohli. The Signature Headwear collection, designed and conceptualized by the Team India captain, will be manufactured, marketed and distributed globally by New Era.
The headwear, branded with the One8 and V logos, went on sale exclusively via Jabong in India and neweracap.eu in Europe from Monday.
The lifestyle-led headwear line embodies Kohli’s personal aesthetic with the use of understated colours and the inclusion of his One8 and V logos across the 9FIFTY, 39THIRTY and trucker silhouettes, an official release states.
“Virat is one of the world’s finest athletes who inspires millions of fans worldwide,” said Paul Gils, vice president – EMEA, New Era. “He joins us at a very exciting time for the brand as we continue to build our presence in India.”
“Virat’s style quotient and following is there for all to see on a global scale. New Era are the largest headwear licensing company in the world. Their successful associations with the biggest leagues and teams globally are testament to their quality and commitment. So bringing these two powerhouses was easy!” Said Bunty Sajdeh, CEO, Cornerstone Sport.
“New Era has been a prime partner of ours. The headgear category is associated with a young and urban audience in the context of sports and popular culture which is the perfect fit for our brand,” said Kalyan Kumar, chief merchandising officer, Jabong. “We are excited about taking this relationship with New Era forward by being the exclusive online partner for the Virat Kohli caps.”
