New Era Launches MLB Campaign with Fernando Tatis Jr. and 6 Superfans

Baseball’s most passionate fans and one of its brightest stars are front and center in New Era’s latest nationwide campaign.

New Era Cap, the global sports and lifestyle brand and Official Cap of Major League Baseball, has introduced its “Nothing Beats Real” campaign. This energetic initiative celebrates authentic fan culture and the legacy of New Era’s headwear. The campaign features a national commercial with New Era ambassador and San Diego Padres standout Fernando Tatis Jr., a three-time All-Star and multi-award-winning player. Directed by Grammy Award-winning director Dave Meyers, the commercial brings together Tatis Jr. and six MLB superfans to showcase New Era’s iconic caps and the passion that unites players and fans.

Honoring Real Fans and Iconic Caps

The campaign shines a light on the legendary MLB silhouetted batter logo, featured across New Era’s 59FIFTY Authentic Collection, as well as the 9SEVENTY and 9FORTY Player Replica caps. The message is clear New Era is the “Official Cap Fit for Every Fan,” offering styles and fits that reflect the energy and diversity of baseball’s community.

Mark Maidment, Senior VP, Brand at New Era, shared the brand’s connection to the sport and its supporters:

Mark Maidment, Senior VP, Brand at New Era said:
"We are beyond excited for this commercial featuring fan favorite and our brand ambassador, Fernando Tatis Jr., to showcase the continued evolution of our MLB collection. We've been designing caps for baseball since the 1930s, so we know what it takes to design the perfect cap, but what truly drives us is the passion of the fans. They live and breathe their teams — and their energy and authenticity inspire our creativity."

Fernando Tatis Jr. Brings the Campaign to Life

Since his debut in 2019, Fernando Tatis Jr. has energized fans with his dynamic play and personality. In this campaign, Tatis Jr. brings his signature flair, dancing with superfans and wearing the latest New Era MLB caps.

Fernando Tatis Jr., New Era Ambassador, expressed his enthusiasm for the project:

Fernando Tatis Jr., New Era Ambassador said:
"This Campaign was all about energy, creativity, and having fun—just like the game itself. New Era gave me the chance to express my style and connect with some of MLB's biggest fans, reminding me why I fell in love with baseball in the first place. I'm proud that I got the opportunity to be a part of something that celebrates the passion of every fan."

Directed by Dave Meyers

The heart of the campaign is a commercial created by New Era and FCB New York, directed by acclaimed filmmaker Dave Meyers. With over 25 years in the industry, Meyers is known for his innovative vision and award-winning work.

Dave Meyers, Director, described the creative process:

Dave Meyers, Director said:
"New Era was an incredible partner we went into it with the objective to create something cool that stands out. Tatis brought real presence and playfulness, while the superfans added a beautiful, authentic energy. They showed up proud and excited to share what makes them who they are."

Superfans at the Center

Working with MLB, New Era selected six superfans for the commercial Maria Flores (Los Angeles Dodgers), Bernard Smith Jr. and Tabitha Faison (Atlanta Braves), Jamie Pagliei (Philadelphia Phillies), and Nguyen Le (Houston Astros). Each fan brought unique stories and enthusiasm, reflecting the campaign’s spirit.

Nguyen Le, Houston Astros Superfan, described his lifelong connection to the team:

Nguyen Le, Houston Astros Superfan said:
"I've been to all 30 active ballparks. Since 2015, I've averaged over 100 Astros games a season and 92 Postseason games. I own over 50 Astros New Era hats. And I have caught four home run balls and dozens of foul balls during games. I'm the ultimate Astros superfan because Astros baseball has been in my DNA since I arrived in Houston from a refugee camp in the summer of 1979. For over a decade now, I've been able to live out my childhood dream by catching hundreds of Astros games a season."

Where to Watch and Shop

The “Nothing Beats Real” campaign will air nationwide through the end of the MLB regular season, appearing on ESPN, ABC, FOX, Hulu, Prime Video, and Peacock, as well as New Era’s and MLB’s digital channels. Fans can shop the latest collection now at neweracap.com and other major retailers.