Hat Maker New Era and Zune Team Up

"Renowned hat maker New Era and Microsoft's Zune have teamed up to release a line of limited-edition caps, podcasts, webisodes and events as part of a new marketing campaign. New Era and Zune both cater to hip, trend-setting music-lovers so it's only natural that both companies have partnered up. New Era will create four limited-edition 59FIFTY caps that will have custom designs from popular musicians. Zune will also make a small number of customized Zune players with the cap designs."

I'm definitely not hip enough to have heard of New Era, but apparently someone else on the Zune team has and they've teamed up in a cross-promotional affair. It's not going to sell a lot of Zunes - moves like this are around building brand awareness amongst certain segments of the population. The hat wearing types for instance.