Formula E and international sports and lifestyle brand, New Era, today announced a multi-year global licensing agreement for a range of headwear products for fans, supplying the official podium cap for the first time in motorsport.
The Hankook Tire podium cap was unveiled at the 2023 Hankook Mexico E-Prix, where more than 40,000 fans watched Jake Dennis (Avalanche Andretti Formula E team) win the first race of the GEN3 era of Formula E and become the first racing driver to take the highest step of the podium wearing a New Era 9FORTY cap.
Starting in spring 2023, a range of five additional caps will be launched with Formula E’s refreshed brand identity in New Era’s iconic 9FORTY, 9FIFTY and Trucker silhouettes. retail stores at the races.
Read also:Formula E Unveiled the Stunning Trophy for Gen3 Era
Broadcasting and Style
New Era and Formula E will also collaborate on custom and limited-edition styles, such as one-off designs for iconic races and a championship edition.
Aligned with Formula E’s sustainability commitments, the New Era range will also use REPREVE® fabric, the world’s leading recycled performance fiber, where plastic bottles are transformed into a technical yarn that is used for the performance-ready headwear.
Paul Gils, Vice President EMEA of New Era, stated, “We are excited to make history with New Era and reach the top step of the winner’s podium for the first time in motorsport with the Hankook Tire podium cap.”
He noted that New Era is an industry leader and one of the most recognized and iconic lifestyle brands. “This new partnership showcases the strength of our global licensing offering while giving fans the opportunity to share their passion for Formula E with a premium fashion product that features our refreshed brand identity.”
“We are excited to partner with Formula E in 2023. As change agents in our respective industries, we are thrilled to see Formula E designs on New Era’s most famous silhouettes in new and exciting materials. Formula E marks another step in New Era’s presence in motorsports.”
