Formula E nets deal with New Era

Formula E has announced a new partnership with sports and lifestyle brand New Era. The multi-year partnership will see New Era supply the official podium caps.

The partnership will see New Era’s 9FORTY, 9FIFTY, and Trucker silhouettes made available for purchase across New Era’s international distribution platforms and also on Formula E’s official ecommerce channels and retail stores during races. Formula E and New Era will also work together on limited-edition collection, while New Era will work aligned with Formula E’s sustainability goals to use “Repreve” fabric, which is the world’s 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, commented:

“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, added:

“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.“