February 2, 2023
have announced a multi-year global licensing deal for a range of fan headwear products with New Era supplying the official podium cap. The Hankook Tire podium cap was unveiled at the 2023 Hankook Mexico E-Prix.
A range of five further caps featuring Formula E’s refreshed brand identity across New Era’s 9FORTY, 9FIFTY and Trucker silhouettes will launch this spring. The consumer range will be available to purchase across New Era’s international distribution platforms alongside Formula E’s official e-commerce channels and retail stores at races.
“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,” says Jamie Reigle, chief executive officer, Formula E. “New Era is an industry leader and one of the most recognizable and iconic lifestyle brands. This new partnership showcases the strength of our global licensing offer while giving fans the opportunity to
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 utilize REPREVE fabric, where plastic bottles are transformed into a technical yarn used for performance-ready headwear.
"We are excited to be partnering with Formula E in 2023,” says Paul Gils, vice president EMEA, New Era. “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."
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