New Era is granted the first exclusive license with Major League Baseball to produce the on field pro baseball caps for all teams. It had been 59 years since Harold Koch had secured the Cleveland Indians as their first 1 year pro account in 1934, and what had been earned team by team since then was now official.

Chris Koch becomes President of New Era, and Dave Koch becomes CEO. New Era opens a Distribution Center in Hamburg, NY, to handle ever increasing capacity needs.

1996Filmmaker Spike Lee personally requests a red NY Yankees cap from New Era, starting both a fashion trend as well as a long relationship with New Era. Spike directed the company’s first national TV ads in 1997 and continues to direct ads for New Era.
19971997. New Era unveils its first new logo in generation, the “Flag”, which would appear on all New Era headwear from then on, and become a fashion statement in its own right.