For the first time ever, New Era, the U.S. specialty...

For the first time ever, New Era, the U.S. specialty brand of headwear, is touring through Europe with its temporary pop-up stores. The tour began in Rotterdam, the Netherlands, in late January and has been offering its collection there for five weeks. The initiative is supported by a social media campaign on Twitter (@newerapopup), where consumers will be informed about the current location of pop-up stores in Europe. New Era invested massively in its presence at points of sale last year, for example by supplying European retailers with 450 displays to support sales in the shops.