Formula E, New Era Enter Headwear Deal

Formula E and New Era are signing a multiyear licensing deal for a range of fan headwear products.

New Era will top the winner’s podium for the first time in motorsports with the Hankook Tire podium cap. In addition, a multi-product headwear range will be available online and at races starting this spring.

The Hankook Tire podium cap was unveiled at the 2023 Hankook Mexico E-Prix on Jan. 14 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-style cap.

An additional five caps featuring Formula E’s refreshed brand identity  will launch across New Era’s 9FORTY, 9FIFTY, and Trucker-style caps. The consumer caps will be available to purchase via New Era’s international distribution platforms as well as via Formula E’s 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 use recycled Repreve fabric, which features plastic bottles transformed into a technical yarn used for performance-ready headwear. 

The partnership shows the strength of the EV racing sport’s global licensing offer, says Jamie Reigle, chief executive officer, Formula E. 

It will give fans “the opportunity to share their passion for Formula E with a premium fashion product featuring our refreshed brand identity,” Reigle says in a release. 

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