New Era is going young to promote its next wave of sideline caps for the National Football League.
The longtime cap maker will debut its first spot today for the upcoming season, which features many younger players that might not be household names yet. The spot, which comes in both a 30-second and 60-second version, stars relative youngsters including the Oakland Raiders' Khalil Mack, Buffalo Bills wide receiver Sammy Watkins, Jacksonville Jaguars quarterback Blake Bortles and Miami Dolphins wide receiver Kenny Stills. Cincinnati Bengals quarterback Andy Dalton is also featured in the ad.
The spot will run on NFL.com and as part of the regional media buys.
New Era dominates the cap market, accounting for roughly two-thirds of the category's sales. Its closest competitor is Adidas.
Since being founded in 1920, New Era has been predominately known for making caps for Major League Baseball teams, which the New York-based company has done since 1934. The 59Fifty model—the official on-field cap for MLB, its minor league teams and the NFL—has been in production since 1954. In 2012, New Era became the official sideline cap for the NFL.
The NFL season kicks off Thursday night in Foxboro, Mass., when the New England Patriots—with Tom Brady starting—take on the Pittsburgh Steelers on NBC.
Watch the spots below: