- Formula E and New Era sign multi-year licensing deal for a range of fan headwear products
- New Era tops the winner’s podium for the first time in motorsport with the Hankook Tire podium cap
- Multi-product headwear range available online and at races from the spring
RIYADH, SAUDI ARABIA & LONDON, UK. Wed. 1 Feb. 2023 – Formula E and international sports and lifestyle brand, New Era, today announced a multi-year global licensing deal for a range of fan headwear products with New Era 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 on the 14th January where more than 40,000 fans saw Jake Dennis (Avalanche Andretti Formula E team) win the first race of Formula E’s GEN3 era and become the first racing driver to take the top step of the podium wearing a New Era 9FORTY cap.
A range of five further caps featuring Formula E’s refreshed brand identity across New Era’s iconic 9FORTY, 9FIFTY, and Trucker silhouettes will launch from Spring 2023. The consumer range will be available to purchase across New Era’s international distribution platforms alongside Formula E’s official ecommerce channels and retail stores at races.
New Era and Formula E will also collaborate on bespoke and limited-edition styles, such as unique designs for landmark races and a championship edition. Aligned with Formula E’s sustainability commitments, the New Era range will also utilise REPREVE® fabric – the world’s leading recycled performance fibre – where plastic bottles are transformed into a technical yarn used for performance-ready headwear.
Jamie Reigle, Chief Executive Officer, Formula E, said:
“We are excited to make history with New Era and go all the way to the top step of the winner’s podium for the first time in motorsport with the Hankook Tire podium cap. New Era is an industry leader and one of the most recognisable and iconic lifestyle brands. This new partnership showcases the strength of our global licensing offer while giving fans the opportunity to share their passion for Formula E with a premium fashion product featuring our refreshed brand identity.”
Paul Gils, Vice President EMEA, New Era, said:
“We are excited to be partnering with Formula E in 2023. As changemakers in our respective industries, we are thrilled to see Formula E designs on New Era’s most renowned silhouettes in new and exciting materials. Formula E marks another step in New Era’s presence in motorsport.”
About Formula E and the ABB FIA Formula E World Championship:
As the world’s first all-electric FIA World Championship and the only sport certified net zero carbon since inception, the ABB FIA Formula E World Championship brings dramatic racing to the heart of some of the world’s most iconic cities providing an elite motorsport platform for the world’s leading automotive manufacturers to accelerate electric vehicle innovation.
The Formula E network of teams, manufacturers, partners, broadcasters, and host cities are united by a passion for the sport and belief in its potential to accelerate sustainable human progress and create a better future for people and planet.
About ABB:
ABB is a technology leader in electrification and automation, enabling a more sustainable and resource-efficient future. The company’s solutions connect engineering know-how and software to optimize how things are manufactured, moved, powered and operated. Building on more than 130 years of excellence, ABB’s ~105,000 employees are committed to driving innovations that accelerate industrial transformation. www.abb.com
About New Era:
Since 1920, New Era has been handcrafting the finest headwear in the world. Today, with apparel and accessories lines, the brand is a market leader rooted in sports and an influencer of street and lifestyle culture around the globe. With over 500 licenses in its portfolio, New Era is the brand of choice in the worlds of sport, fashion, music and entertainment. The Company is headquartered in Buffalo, N.Y., and its products are sold in more than 80 countries. For more information on New Era’s global offices and partnerships, visit www.neweracap.eu and social channels @neweraeurope.