The result of this love fest is a collection of apparel and headwear for 23 of the league’s 30 teams as well as nine heritage teams.
New Era was founded 102 years ago and is best known for its fitted baseball hats. It has made caps for Major League Baseball since 1932. Although not as old, Alpha Industries got its start in 1959 as a contractor to the U.S. military and has extended that military expertise into a lifestyle collection. “We’re very like-minded,” Maidment said.
The capsule is anchored by the MA-1, which has a design reminiscent of the dugout jackets worn by players and coaches. It will include team and league logos and championship patches on the exterior and a modified blood chit on the interior. The line will be sold on the Alpha and New Era websites as well as through a number of large national retailers including Fanatics and Lids, and some lifestyle stores, such as Jamaica Hatland, as well as in some baseball stadium shops, including Petco Park in San Diego and Dodger Stadium in L.A.
The collaboration will be marketed on social media and in stadiums through a film that has been created specifically for the capsule launch.