The NBA named New Era as the official authentic headwear provider of the league via an expanded global licensing partnership. The deal spans the NBA, WNBA and NBA Development League. The brand will exclusively produce caps for marquee NBA events, including the NBA Draft presented by State Farm, Conference Finals and NBA Finals. As part of the expanded partnership, New Era launched the 59FIFTY fitted headwear collection for the start of the 2016-17 season, and will unveil lifestyle-inspired products during NBA All-Star 2017 in New Orleans. Additionally, New Era will produce all headwear silhouettes with current team marks, including the 9FIFTY Snapback, internationally.
Meanwhile, the league also locked in a multi-year extension with Kumho Tire in the US, Canada and Korea. The expanded partnership also includes increased promotional efforts, which provide customers and dealers access to unique experiences throughout the season, including at marquee NBA and NBA D-League events.