• by Tanya Gazdik , February 11, 2020

Global lifestyle brand Hugo Boss is renewing its deal with Formula E as official apparel partner. 

The new arrangement extends the alliance for three seasons until at least the end of the 2022/2023 ABB FIA Formula E World Championship. 

Since joining the electric racing series at the start of season four, Hugo Boss has dressed Formula E staff, senior management and volunteers.

The brand will continue to put its name on the premium hospitality experience inside the Boss/Emotion Club at every E-Prix, which offers fine dining, live music and entertainment, celebrity guests and views of all the racing action. 

Hugo Boss has been an early supporter of the ABB FIA Formula E Championship, choosing to switch racing categories after many years in motorsport.

Other sponsors of the racing series include BMW, Allianz, Bosch, Tag Heuer, Michelin, Heineken, DHL and Moet & Chandon.

Hugo Boss was the first lifestyle brand to join Formula E, says James Reigle, CEO of Formula E.

The company "is more than our official apparel partner, they reinforce our position as a global lifestyle movement," Reigle says in a release.

Hugo Boss has been engaged in the fields of sport and the arts for many years. It taps premium sports such as golf, sailing, soccer and motorsports to convey brand values of success, precision, innovation and sustainability, says Mark Langer, CEO of Hugo Boss.

“Both brands embody a certain lifestyle, an element of the collaboration that we will further strengthen with the Boss /Emotion Club,” Langer says in a release.

In 2018, the Metzingen, Germany-based fashion designer also provided the clothing for Porsche's entire race team, from drivers to its workshop technicians. The automaker also offers a "Porsche x Boss" collection of consumer clothing.