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SHIBUYA CITY FC announces NEW ERA as its new "Official Supplier" - The first ever kit supplier agreement for NEW ERA and a soccer club. New uniform already designed with “NEW CULTURE” concept!



Press Release

PLAYNEW Inc., the operating entity of SHIBUYA CITY FC is proud to present the official supplier contract with global headwear and apparel brand NEWERA.

We are also excited to reveal the new kit design for the 2023 season.

The uniform is primarily available for all club token holders.

■2023 Season Uniform Design

Concept: “NEW CULTURE” The uniform illustrates the baseball and football culture by combining pin-stripes and hoops. By designing the city of Shibuya into the stripes, the club wants to show it will “transmit a new culture from the city of Shibuya, and create a new era together.”

Uniform Partners:

・Chest OHCHU Inc.

・Collar (right) Queue Inc.

・Collar (left) Nihon Works Inc.

・Back (bottom) VALX (Leverage Inc.)

・Left sleeve First Partners inc.

■About NEW ERA Founded by Ehrhardt Koch in Buffalo, New York in 1920. An apparel and headwear brand, which is the only official player cap supplier for MLB (Major League Baseball).

Trade Name:New Era Japan LLC Headquarter:18F Nakameguro GT Tower 2-1-1 Kamimeguro, Meguro-ku, Tokyo Founded:October, 2004 Representative:Matthew Reeves Official Website:

■Comment from Sho Koizumi, CEO, PLAYNEW Inc. 30 years since the start of the J.League. At the time I was only three and started playing soccer myself after falling in love with the sport and since then I've experienced many highs and lows through the magnificent game. I also want to show my gratitude to the sport for making our lives wholesome and wish for the future generation to feel the same. I want to deliver the greatness of soccer to a wider audience. That is why I am running a SHIBUYA CITY FC. And for that reason, it is very important for us that NEW ERA, who exists in the forefront of youth culture, has joined us as a supplier. We are truly thankful for the brand believing in our club's vision, even though we haven't achieved anything yet.

■Comment from Yusuke Tanaka, SHIBUYA CITY FC I am very pleased that the club has partnered with a globally-known brand “NEW ERA”. This project came to life from my relationship with a representative from NEW ERA. The main theme for starting something together was “Challenge”. My personal challenge of playing for Shibuya, SHIBUYA CITY FC’s challenge for promotion to the J.League, and NEW ERA’s new challenge into the football world. I believe the deal came through because of these challenges coming together. I am thankful that what I envisioned became reality in this way, and excited that we are able to create a new movement from Shibuya with this great new partner. Let’s challenge the ultimate goal of creating a J.League club from Shibuya.

■About SHIBUYA CITY FC A football club aiming for the J.League from Shibuya. With “PLAYNEW & SCRAMBLE” as its philosophy, the club aims to become a creative football club by utilizing the diversity of Shibuya and conducting new and playful activities on and off the pitch. The team consists of players such as Shohei Abe and Yusuke Tanka who have experience of winning the J1 League, as well as up-and-coming rising stars. 

The club is involved in many local activities such as organizing “FOOTBALL JAM,” an event held across 6 main venues surrounding Shibuya station, and hosting the local open innovation project “Shibuya Connectors 30.”

■Inquiries about this release Contact:Hatama

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