New Era is a global lifestyle brand known for its iconic caps and strong connection to the NBA, streetwear and urban culture.

The goal was to create an interactive brand experience that would bring visitors closer to New Era, combining basketball culture with personal expression and audience participation.

We focused on experiential activations that encouraged direct interaction with the brand, bringing together basketball challenges, personalised products and influencer engagement.

Create It organised a basketball activation and a cap customisation experience, inviting visitors to take part in basketball challenges and personalise their New Era caps with embroidered patches. We also managed influencer outreach, inviting selected creators to attend the event. The experience featured a DJ set, Monster Energy presence and a special guest appearance by a well-known rapper, adding to the event’s urban atmosphere.