Products of Change


Wed 01 Feb 2023 | by Rob Hutchins

Formula E signs global licensing deal with New Era for REPREVE headwear collection

Formula E and the international sports and lifestyle brand, New Era, have signed a multi-year global licensing deal for a range of fan headwear products. The partnership marks the first time New Era will also be supplying the podium cap in motorsport. Aligned with Formula E’s sustainability commitments, the New Era cap range will utilise REPREVE fabric, a recycled performance fibre through which plastic bottles are transformed into a technical yarn used for ‘performance-ready headwear.’ The Hankook Tire podium cap was unveiled at the 2023 Hankook Mexico E-Prix where more than 40,000 fans saw Jake Dennis of the 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 the New Era 9FORTY cap. A range of five further caps featuring Formula E’s refreshed brand identity across New Era’s 9FORTY, 9FIFTY, and trucker silhouettes will launch from Spring 2023. The customer range will be available to purchase across New Era’s international platforms as well as Formula E’s official ecommerce channels and retail stores at races. “We’re 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,” said Jamie Reigle, chief executive officer, Formula E. “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.”