New Era partners with MUNDIAL to highlight the shared cultures of baseball and football for new MLB-inspired collection

Iconic lifestyle brand and official partner of Major League Baseball, New Era, has partnered with Footballco’s football culture and fashion brand, MUNDIAL, on a campaign for their summer MLB collection, which explores the connection between the cultures and rituals of football and baseball.

New Era’s latest collection is inspired by both football and baseball, blending football-inspired wardrobe staples with classic MLB team logos and colourways.

The campaign focuses on the shared and unexpected connection between the two games, revealing how their cultures, style codes, and fandoms have more in common than fans might think.

To bring this connection and message to life, New Era has partnered with MUNDIAL to draw on the brand’s history of culture-first storytelling and its place as a bible for football fashion and culture.

Filmed at London’s Philly-themed Passyunk Play, the campaign, which will live across New Era and MUNDIAL channels, brings together two die-hard football fans with Great Britain baseball player, Laura Hirai to learn about each other's cultures and traditions and the role fashion plays in supporting their team. From pre-match food to the role cap placement can play in superstitions, the campaign aims to unite two sports which define their countries of origin.

Asad Raza, Editor-in-Chief of MUNDIAL, said: “As the popularity of soccer in the US grows as a sport, so does it as a culture, and while baseball is America’s pastime, football is the world’s game. But there are also many similarities that unite both sports, which is why we’re sure the scenes in the short film we’ve produced will be replicated in bars, cafes, and stadiums across the US very, very soon.”

Laurence Joslin, New Era Brand Director EMEA said: "Sport has always been a universal language, and this collection is proof of that. Fans might not realise how much they have in common across different games, but the passion, the rituals, the way you wear your team, it's all there. We couldn't think of a better partner than MUNDIAL to help us bring that to life."

The campaign showcases New Era’s signature headwear lineup, including the iconic fitted 59FIFTY, the everyday essential E-Frame 9FORTY, and the panelled 9TWENTY. The collection reinterprets iconic team branding through elevated everyday silhouettes inspired by both baseball and football culture, including a sport jacket, the raglan baseball tee and a pitch-inspired tee that combines pinstripe detailing with jersey-style typography, merging the visual language of retro football apparel and classic baseball uniforms.