New Era opens D-Lab at Staples Center

By

Obi Anyanwu

Published
Jan 19, 2017

New Era Cap on Thursday opened the doors to its New Era D-Lab at the Staples Center in Los Angeles. The new store is located in the front of Staples Center sports arena, which is home to the Los Angeles Lakers NBA basketball team and other LA-based professional sports teams.

 
The 3,160-square-foot store offers the headwear company’s latest collections including exclusive designs, event-specific product, player/artist collaborations, local LA teams, international store product, exclusive sneakers, accessories and apparel from 5th & Ocean. The D-Lab also features a ‘New Era by You’ customization area where customers can design their own cap by choosing from hundreds of logos, colors and fabrics.
 
In addition to the product offering, the new store will host events throughout the year with private tastemakers, celebrity and athlete endorsements.

"AEG was the perfect partner to work with on this project. Our brands span the worlds of sport, entertainment and music, and that's reflected not only in the products people will see at The New Era D-Lab, but also in the look and feel of the space," said Josh Feine, VP Sports Marketing & Corporate Sponsorships, New Era. "We're bringing in exclusive product collections on a regular basis and giving visitors the opportunity to create custom pieces using their favorite logos across New Era's vast portfolio with our New Era by You program."
 
In 2016, AEG Global Partnerships brokered a multi-year agreement for New Era that made the headwear company the Founding Partner and exclusive headwear supplier of L.A. LIVE, the LA Kings, Microsoft Theater and The Novo by Microsoft. The New Era D-Lab is part of the multi-year agreement.