U.S. headwear label New Era has named Chinese actor Bai Jingting as its new brand ambassador. The announcement marks the brand’s latest move to strengthen its Chinese market presence. Founded in 1920, New Era is known for its 59FIFTY cap and ties with professional sports leagues including MLB, NFL, and NBA. The brand has expanded into football, tennis, racing, and ice hockey collaborations. Bai rose to prominence with performances in The Ordinary Glory, Reset, and Always on the Move. He is recognized for his basketball passion and fashion influence, aligning with New Era’s sports-street culture positioning. He has over 36 million Weibo followers.