As the Official Headwear Sponsor of ComplexCon 2025, New Era returned to the festival stage with hands-on activations, creative experiences, and exclusive collaborations with Nigel Sylvester, Rodrigo Roji, Eastside Golf, and Warren Lotas.
“New Era continues to push the boundaries on its creative partnerships and collaborations with our activation at ComplexCon 2025,” said Mark Maidment, SVP of Marketing & Brand at New Era.
The brand also unveiled limited-edition ComplexCon-exclusive caps in two of its most iconic silhouettes: the 9TWENTY® and 9FIFTY®, available only through the Complex Gift Shop and on-site.
Their booth inside the Las Vegas Convention Center was more than a place to shop; it was an interactive experience. Attendees who purchased hats on site could immediately personalize their pieces at the customization station, choosing from distressing, brooches, pins, and other hand-applied embellishments to make each item their own.
The brand also unveiled limited-edition ComplexCon-exclusive caps in two of its most iconic silhouettes: the 9TWENTY® and 9FIFTY®, available only through the Complex Gift Shop and on-site purchases.
“New Era continues to push the boundaries on its creative partnerships and collaborations with our activation at ComplexCon 2025,” said Mark Maidment, SVP of Marketing & Brand at New Era.
Inside the New Era x ComplexCon booth, Sylvester, the BMX icon, transformed his section into a fully functioning bike shop, complete with real mechanics assembling a bike live each day, one that he raffled off to a lucky festival-goer at the end of the day.
“I’m a bike rider. I love bike riding, right? So many ideas and so many conversations I’ve had throughout my career have started or have been, better yet, in a bike shop,” Nigel said. “So we thought it was only right to bring this bike shop element to somewhere like ComplexCon. And who better to bring the bike shop to ComplexCon than myself? So we did Rushmore Bikes, and I like how it came out.”
Sylvester’s relationship with New Era runs deep. “I’ve been working with New Era for about 10 years now,” he said. “So it’s a long-lasting brand partnership for me. And when they approached me with the idea to do a hat drop here at ComplexCon, I said, of course. Shout out to ComplexCon for putting on events like this. You can bring so many people, so many walks of life together, celebrate fashion, art, music, just all the things that make up this culture that we love. So all in all, I’m happy to be here. We did this collaboration.”
Rushmore, a collective of New Era cap enthusiasts from New York City, helped the BMXer design his latest collaboration, which included two exclusive New York Yankees 59FIFTY® caps, both inspired by his Queens roots, clean, timeless, and full of character, just like his city.
For Sylvester, every creative decision leads back home.
“New York is one of my greatest inspirations. New York is my muse. New York is the canvas for so many ideas and so many things that I do, on and off the bike,” he said. “So anytime I’m creating, anytime I’m designing, I’m always thinking about New York or just naturally things that I’ve learned in New York since it’s home. It’s going to translate through the designs, storytelling, etc.”
That authenticity is exactly why brands like New Era keep returning to work with him. It’s not just about product, it’s about process.
“It’s so important to have people that believe in you and you believe in them,” he explained. “Anytime you’re doing a collaboration or you’re working on a project, well, for me at least, I think that’s super important because it’s the right. And when you have great synergy, I feel the end result is gonna be reflective of that. Working with Mark [Maidment] and the New Era team, it’s just that — they give me the opportunity to really cook in front, behind, and all throughout the designs, and that’s important to me because I’m passionate about that.”
Nigel also reflected on the evolving relationship between sports, fashion, and digital culture, especially through social media.
“Social media is the great equalizer,” he said. “You’re able to share ideas, you’re able to interact with people, have conversations, see what’s going on around the world, be inspired. So for me, it’s a platform that I use to do just that: share my stories, share my ideas, connect with my [audience], and just really cement my voice. I’m able to post photos and videos and storytelling — just express myself in the best way possible. You know it has a lot of goods; it has some of its bads, but you know so is life.”
Sylvester’s section at ComplexCon didn’t just sell hats; it was living proof of what hard work, attention to detail, and consistency can build.
And for Nigel Sylvester, that language has always been rooted in Queens, where authenticity meets innovation, and where every spin of the wheel starts a new story.
Check out the full interview.
Photo Credit: New Era/Complex
