The 2018 MLB season begins today, and New Era, best known for their fitted baseball caps that have been worn by rappers since the beginning time, are commemorating the occasion with the launch their "We Who Reign" ad campaign. True to their history, they've recruited some big names in rap to help them.
The campaign itself comes in two parts. The photo shoot portion stars the likes Dave East and A$AP Ferg, who proudly rock their Yankees fitted caps, representing their home town New York, while sitting atop a golden throne.
The accompanying video has an expanded roster rap talent as well. It opens with a drop from Mike WiLL Made-It, who made the beat for the commercial and appears briefly in it as well. The narration is provided by legendary New York rapper Rakim. Special appearances in the ad include Rich the Kid, deciding between massive portraits to hang up in his kingly-mansion, and Dave East, who is shown kissing his daughter Kairi on the cheek. All the while, renaissance and medieval images are super-imposed over-top.
The messaging here is clear: Your cap is your crown, and you may rep your city as a medieval knight would defend his lord. That's a lot responsibility for a baseball cap. What do you guys think about this campaign? Are you excited for the 2018 MLB season? Check out the "We Who Reign" ad below, as well as the photo shoot pictures for Dave East and A$AP Ferg.