New York-based iconic headwear brand New Era has announced an exclusive partnership with India’s major fashion multi-brand e-commerce store Jabong. With the partnership with Jabong, New Era is launching its brand in India for the first time.

"As a global brand, we have a strong presence in all markets so India was a natural progression especially with its passion for sport and culture,” said Paul Gils, vice president EMEA, New Era.

“We are excited to be the exclusive partner for New Era in India. Sportswear as a category has been a major focus for us over the years," said Rahul Taneja, chief business officer, Jabong.

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"New Era as a brand has a very rich legacy and for years has held exclusive licenses for major sporting leagues, be it the NFL, NBA, MLB in the US, the KFC Big Bash League in Australia or its partnership with Manchester United in England,” added Taneja.

After establishing itself as India's leading fashion destination online, Jabong has quickly cemented itself as the country's top online sportswear destination. Jabong in the past has introduced a multitude of international sports brands in India such as ASICS, ALCIS, Hummel, DC among others. It has also been associated with a multitude of sporting events in the past. It also recently launched MS Dhoni’s Active Lifestyle Brand Seven on the portal.

Available for men, women and kids, the brand will be offered on Jabong in different variants. An official launch of New Era's products on Jabong will take place in Mumbai next month.