In its 109 years, New Era Cap has had many banner years.
But, 2026 is proving to be extra special for the privately-held Buffalo-based company.
In addition to its cadre of high profile clients including the NHL, NFL, NBA and Major League Baseball, specially designed New Era caps were spotted on players from both the Seattle Seahawks and New England Patriots in last night's Super Bowl.
But, right New Era is further cementing its global retailing position courtesy of the Milano Cortina 2026 Winter Games where its Buffalo-created headware and apparel is being worn by Team USA athletes and, also available for sale both online and retailing outlets.
New Era is an official licensee of Team USA.
"It is certainly something to be proud of," said Lauren Manache, New Era spokesperson.
And, it doesn't end there.
New Era is working with the FIFA World Cup soccer Team USA squad and with the Williams Team F-1 racing group.
There is a definite spike in sales thanks to all these deals, but it also helps New Era grow its brand on a large scale, international level.
That growth could easily lead to more, high profile deals for New Era, says retail analyst Burt Flickinger III, Strategic Resource Group managing director.
"Big stages like the Olympics definitely help," Flickinger said.
This year's winter Olympics is not a one-off for New Era. The company designed headware and clothes for the 2024 Team USA Summer Olympics squad and will do so for the 2028 Summer Olympics in Los Angeles - all under the license agreement negotiated between New Era and Team USA.
Manache said the Olympics' design work was "the result of months of work."
"And, all of the designs - from beginning to end - came out of Buffalo," Manache said.
In addition to the usual array of caps, hats and clothing, New Era's team designed a trio of cap styles for the Team USA athletes. The athletes could chose one, or all, three of the styles.
The styles included a navy, wool fedora, a navy corduroy cap and a blue and white toque -or classic cuff knit beanie.
"They are so cool," Manache said.