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New Era X The Hundred Unveil Exclusive Headwear Collaboration With Lookbook

New Era X The Hundred

The Hundred – a new 100-ball cricket competition fusing epic entertainment with high energy sporting action – and New Era – the global headwear brand – come together to release a lookbook featuring a collection of new lifestyle caps designed for the inaugural competition. 

Shot by award-winning photographer Andrew Whitton, the lookbook brings together the worlds of streetwear and cricket, for the first time on this scale, using bold, colourful imagery to reflect the unique design of The Hundred’s eight city-based teams. 

The lookbook release builds towards the launch of The Hundred this July, featuring eight teams across seven cities – London, Birmingham, Nottingham, Cardiff, Manchester, Leeds and  Southampton. Featuring world-class players on the pitch and stars from the world of entertainment off it, The Hundred is set to be this summer’s must-see event.  

Each team’s design and personality is brought to life through New Era’s world-renowned  9FIFTY and 9FORTY snapback caps. The collection is now available from The Hundred’s newly launched online store and selected retailers, alongside various styles in a range of fabrics including the lightweight, breathable and UV-protected Diamond Era fabric. 

Alongside the 9FIFTY Stretch Snapback and the 9FORTY, both of which are featured in the lookbook, the 39THIRTY is available for purchase from The Hundred’s online store. Fans can also, get their hands on the player kit and merch ready to support their favourite teams this summer. 

This collaboration sees The Hundred join some of the world’s most high-profile sports,  including NBA, NFL and MLB, in its association and official three-year partnership with New  Era. 

Laurence Joslin, Brand Director EMEA at New Era, said, “With the sports fan and fashion enthusiast in mind, we have created a unique collection of caps inspired by the essence and personality of the teams participating in The Hundred. We want to excite the fans and give  them the opportunity to champion their team through headwear.” 

The 9FIFTY Stretch Snapback and the 9FORTY Snapback caps are now available with an RRP of £31 and £19 respectively from

To get access to the online store, take part in competitions to win merchandise and tickets and get the latest news for The Hundred, click here. 

About The Hundred  

The Hundred is a brand new sports competition launching this summer (21 July-21 Aug). It fuses blockbuster entertainment with world-class cricket, inviting everyone to fall in love with the game at its intense, electrifying and incredible best.   

Combining a new short, fast format of cricket, with each game lasting less than three hours,  and incredible entertainment beyond sport, The Hundred will make cricket more accessible to reach a broader audience. It’s simple: 100 balls per team, most runs wins, so every ball counts.   

The Hundred will feature eight brand new teams from seven cities, with men’s and women’s competitions taking place side by side: Welsh Fire (Cardiff), Southern Brave (Southampton),  Northern Superchargers (Leeds), London Spirit, Trent Rockets (Nottingham), Oval Invincibles  (London), Manchester Originals and Birmingham Phoenix. Each team will feature some of the best international and domestic cricketers from around the world, including England Men’s  & Women’s World Cup winners. 

Games will be broadcasted live on Sky Sports and BBC throughout the competition – so whether in-ground or watching from home – you’ll be right amongst all the action. 

You won’t want to miss out on this summer’s sporting entertainment event! Join us for the latest news and priority access to tickets by signing up at

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