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Formula E and the New Era brand team up around the cap

Formula E and the New Era brand today announced a multi-year, worldwide commercial licensing agreement for a range of caps, with New Era becoming the ‘Official Podium Cap’ supplier.

New Era’s Hankook podium cap was unveiled at the Hankook ePrix de Mexico 2023 in mid-January where over 40,000 fans watched Britain’s Jake Dennis (Avalanche Andretti Formula E) win the first race of the era Formula E Gen3.

A range of five alternative caps featuring the renewed Formula E brand identity on New Era’s iconic 9Forty, 9Fifty and Trucker caps will be launched from Spring 2023. The consumer range will be available for purchase on New Era’s international distribution platforms, but also on official Formula E platforms and retail stores when shopping.

New Era and Formula E will also collaborate on bespoke and limited edition models, with unique designs. In line with Formula E’s sustainability commitments, the New Era range will also use Repreve recycled performance fabric from plastic bottles transformed into a technical yarn used for the caps in question.

Jamie Reigle, Managing Director of Formula E “We are thrilled to make history with New Era and reach the top step of the podium for the first time in motorsport with the Hankook podium cap. 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 offering while giving fans the opportunity to share their passion for Formula E with a premium fashion product showcasing our renewed brand identity.”

Paul Gils, Vice President EMEA, New Era “We are thrilled to partner with Formula E in 2023. As changemakers in our respective industries, we are thrilled to see Formula E on New Era’s most renowned caps in eco-friendly materials. Formula E marks a new stage in the presence of New Era in motorsport”.

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