New Era, the International sports and lifestyle brand has announced its licensing deal with Brand Virat Kohli by launching an exclusive Kohli Signature Headgear.
The exclusive collection, designed and conceptualized by Virat Kohli, will be manufactured, marketed and distributed globally by New Era. The price ranges between Rs 1200- 2500.
The brand was launched at a gala event in Mumbai on Monday in presence of West Indies and Chennai Super Kings all-rounder Dwayne Bravo. The headwear, branded with the One8 and V logos across the 9FIFTY, 39THIRTY and trucker silhouettes, has gone on sale exclusively via Jabong in India and neweracap.eu in Europe from April 16, 2018.
Sharing a video, the Indian cricket captain wrote, “Hey guys, excited to announce that I’ve signed with @NewEraIndia1920 to launch my own headwear line!”
Harbhajan Singh, too, shared a photo, sporting the ‘V’ logo headgear.
Speaking at the launch, Kohli said, “I have tried to keep things pretty simple because that fits with my style. Inspired by what signifies me, this collection is for more than just my fans – it’s for anyone who is passionate about what they do, who lives a boundless life and loves headwear.”
The lifestyle-led headwear line embodies Kohli’s personal aesthetic with the use of understated colours.
“Virat is one of the world’s finest athletes who inspire millions of fans worldwide. He joins us at a very exciting time for the brand as we continue to build our presence in India,” said EMEA, New Era, vice president Paul Gils.
Jabong will be the exclusive partner for the Virat Kohli caps’ online sales.
“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.”
Crafted in 1920, New Era has is a market leader rooted in sports and an influencer of street and lifestyle culture around the globe and also the largest headwear licensing company in the world.
Also, India’s leading brand and fitness ambassador, Virat Kohli in association with the German athletic and casual footwear, accessories and apparel brand PUMA on March 30 this year had launched the #1MILLIONPUSHUPS initiative. The initiative had already been an instant hit with the millions of Virat Kohli fans and fitness freaks
Currently, Virat Kohli was seen as the Captain of the Royal Bangalore Challengers (RCB) in the Indian Premier League (IPL) 2018.