March 15, 2011: New Era, the official on-field cap of MLB, which, beginning in 2012 will have the same designation for the NFL, has unveiled the 2011 version of its "Fly Your Own Flag" campaign.
The effort, which first ran in 2010, features "flagbearers" who have a "unique story or unusual perspective, and convey that in a dynamic way. "
The 2011 campaign includes 2010 MLB National League MVP Joey Votto of the Cincinnati Reds; B.J. Upton, outfielder for the Tampa Bay Rays; his brother, Justin Upton, an outfielder with the Arizona Diamondbacks; skateboard star Stevie Williams; and Ryan Miller, NHL goalie with the Buffalo Sabres and a member of the 2010 U.S. Olympic silver medal hockey team.
The roster also features a group from outside of sports, the teen film makers at the Ghetto Film School in New York.
Each of the "Flagbearers" will be featured in the brand's multi-media advertising, which includes TV, print, digital, outdoor and non-traditional media.
An initial series of videos featuring the 2011 Flagbearers is now playing at New Era's dedicated Web site. Additional videos will launch over the next few weeks on the New Era Web site as well as on Facebook and YouTube.
"Our 'Flagbearers' are trailblazers who are passionate about what they do and truly represent our brand's core values of self-expression and individuality," Christopher Koch, CEO for New Era, said in a statement. "As a brand, it's our mission to put out the best products we can for our consumers. Each 'Flagbearer' embodies that same charge as it relates to what they do. These individuals inspire others to Fly Their Own Flag."
Flagbearers from 2010 included Curtis Granderson of the New York Yankees, artist Tristan Eaton, hip-hop dancer/choreographer Dave Scott, musician Sam Adams and "spoken-word artist" Mason Granger.