The pop-up initiative starts in Rotterdam, Netherlands before rolling out across Europe over the next 12 months.
Promotional campaigns and events will be hosted at the various locations to ramp up awareness for each outlet. The next locations have yet to be confirmed.
The activity builds on the brand’s recent expansion, which has seen it open more than 450 retail outlets across Europe in the last year.
New Era says the heightened presence will be welcomed by consumers and “brand fanatics” who “regularly call out for a local New Era store within their region” on the brand’s social media channels.
Outside the US the brand is best known for its ties to urban music culture, particularly in the UK where it has a strong following among teenagers. The brand is not looking to drop the association, but is keen to play up its links to American sports such as the National Football League (NFL) as well as fashion through its tie-ups with designers such as French luxury brand Kenzo to attract new consumers.
A spokeswoman for the brand says: “We’ve always been a brand that has strong ties to music and youth culture but we feel there’s an opportunity to talk about other aspects of New Era now. With the NFL growing globally we want to use it as a platform to talk about our sports heritage to new consumers but also show people how far we’ve come as a fashion brand through collaborations and reach out to that group too.”
New Era launched experiential events around the NFL’s annual game at Wembley Stadium in London last October and is ramping up the number of brand collaborations it invests in over the coming months. Earlier this year, it announced a deal with Coca-Cola to produce a limited edition range of headwear, apparel and accessories using retro logos from the soft drinks manufacturer.
Separately, the brand is planning a global campaign in July to celebrate the 59thanniversary of its 59Fifty range of fitted caps.