BUFFALO, N.Y., May 3, 2012 (GLOBE NEWSWIRE) -- In 2010, New Era launched its "Fly Your Own Flag" campaign, crowning extraordinary individuals as "Flagbearers." The marketing campaign, now in its third year, once again will highlight unique leaders that will serve as brand ambassadors to New Era.

New Era defines a "Flagbearer" as someone who has a unique story or unusual perspective, and conveys that in a dynamic way. They are individuals who help lend authenticity to the brand across the sports, music and entertainment industries and embody and capture the essence of what it means to 'Fly Your Own Flag.'

"The new 'Flagbearers' are individualists who symbolize our brand's core values of authenticity and self-expression," said Kelli Coppola, Director, Global Marketing. "The 'Flagbearers' are masters of their craft and chosen to encourage and inspire others to be true to themselves. We're excited to unveil our Flagbearers to our loyal fan base and continue to spread the message of self-expression."

The 2012 New Era "Flagbearers" include some of the most well respected athletes, entertainers and entrepreneurs today. They include:

• DJ Irie – DJ Irie was born in St. Croix, raised in Miami and schooled in Jamaica. He first began DJ-ing by constructing a homemade beat machine from a tape machine, some speakers, and a keyboard as a child.  From these early attempts at music, Irie turned his passion into an art form; becoming a world-renowned DJ. Music and sports go hand in hand for Irie. He is the official DJ to the 2006 NBA World Champion Miami Heat, and is known throughout the league for igniting the team and fan base at each home game.  He's also a staple in the hottest clubs across the nation.

• Darren Bent – Aside from being one of  the top strikers on England's national team, Darren Bent has also played  for various teams throughout Europe.  His play is at an all-time high, scoring in half of the international contests he's participated  in during 2011.  Bent has retained his place on the national team, extending his international career after representing England at  under-15, under-16, under-17, under-19, under-21, and senior levels.

• Ezekiel Lau – Hawaiian native Ezekiel Lau (Zeke) has won multiple  surfing titles, but Lau's ultimate goal is to win a world title.  With the pace Zeke is moving, this goal doesn't seem too far away.  Lau's favorite wave to surf is the world-renowned Pipeline. He is sponsored by Fitted and designed a 59FIFTY in collaboration with New  Era to create a signature, limited-edition Kamehameha New Era cap. This cap reflects the pride he has for Kamehameha and being a Native  Hawaiian with its royal blue and silver color way. 

• Emmanuel Callender – Emmanuel Callender is a track and field sprinter   from Trinidad.  He was a silver medalist in 2008 as part of  the Trinidadian 4x100m relay team.  The qualifying time of 38.26 was  the fastest finish of any of the 16 competing countries in the first  round. Oddly enough Emmanuel's first passion wasn't running, it was  dancing.  He got his start as a street dancer in Port of Spain, Trinidad, and only later did he take his athleticism from dancing and  put it toward running.  Emmanuel still enjoys dancing on the side and likes to work his 59FIFTY into his routines. Emmanuel is an avid New Era  fan and is said to be sporting a New Era cap at all times when he's not training.

The four "Flagbearers" will be highlighted in the brand's national, multi-media advertising plan which includes print, digital, outdoor ads, TV and non-traditional media.

Fans can visit http://www.neweracap.com/flagbearers to learn more about all the New Era's "Flagbearers" and view videos highlighting each individual.

Dana Marciniak, New Era

716.604.9259 or 716.536.9913

dana.marciniak@neweracap.com

About New Era

New Era is an international lifestyle brand with an authentic sports heritage that dates back over 90 years. Best known for being the official on-field cap for Major League Baseball, New Era is the brand of choice not only for its headwear collection, but also for its accessories and apparel lines for men, women and youth. The brand is worn as a symbol of self-expression by athletes, artists and some of the most interesting people around the globe. New Era encourages people to "FLY YOUR OWN FLAG™." The Company is headquartered in Buffalo, N.Y.and operates facilities in Canada, Europe, Brazil, Japanand Hong Kong. For more information, visit www.neweracap.com. 

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