MUHAMMAD ALI’S 50TH ANNIVERSARY GOLD MEDAL WIN COMMEMORATED BY NEW ERA CAP

Get Ready for a Knockout. Inspired by his great confidence and unwavering spirit, New Era is proud to unveil its latest CAPTURE THE FLAG® cap honoring Muhammad Ali. Often referred to as the “Athlete of the Century” and “The Greatest of All Time,” Ali truly embodies the essence of the CAPTURE THE FLAG® program. His career may have skyrocketed in the ring 50 years ago, but his legacy and character continue to influence generations of sports fans around the world.

This Project pays homage to his historic gold medal victory on September 5th, 1960, during the summer games in Rome, Italy. Reminiscent of his uniform, the cap is white leather with red, white and blue satin stripes and emblazoned with his signature. The underside features a white satin lining with a gold imprint of a waving American flag and the words “Celebrating 50 Years.” The Muhammad Ali Enterprises logo, featuring his signature open-armed stance, appears on the back of the cap. Each cap will be sold in a specially designed case in only 144 units available worldwide.

A portion of the sale of each cap will go to the US-based Muhammad Ali Center in an effort to preserve the legacy and ideals of Muhammad Ali.

The cap will launch worldwide on July 30th, 2010, and will be available exclusively at New Era’s flagship locations, including Berlin (Spandauer Brücke), London (Brewer Street) and Birmingham (Corporation Street) and online.


<sub>About CAPTURE THE FLAG®
CAPTURE THE FLAG®, introduced in 2004, is a collection of artist-inspired headwear, designed by individuals who are pioneers in their own right, symbolizing passion, constant change and capturing the essence of originality. All designs are created on New Era's signature 59FIFTY fitted giving all the caps that authentic style that's so well known. Each collection is produced in extremely limited quantities.

About New Era
Founded in 1920, New Era Cap Co., Inc. is the leading headwear manufacturer and creator of New Era Apparel. Producing millions of caps per year, New Era is the exclusive manufacturer and marketer of the official on-field cap worn by every Major League Baseball team and their Minor League affiliates. To its fans, New Era is known as the Originator of the True Fitted for its signature cap style, the 59FIFTY. The Company is headquartered in Buffalo, N.Y. and operates facilities in Canada, Europe, Japan and Hong Kong. New Era Cap is a Participating Company (PC) of the Fair Labor Association. www.neweracap.com

About Muhammad Ali Enterprises LLC
Muhammad Ali Enterprises LLC (“MAE”) is a California limited liability company. MAE is aggressively involved in a worldwide licensing program, merchandising, television, film, video and Internet projects. www.Ali.com</sub>