Formula E signs multi-year licensing deal with New Era

US headwear brand debuted on podium at season-opening Mexico round.

The all-electric Formula E series has signed a multi-year global licensing agreement with headwear brand New Era.

Contract:

  • Range of five caps to be released in spring 2023
  • Bespoke and limited-edition styles will be released for landmark races

Context: The multi-year licensing deal debuted at the season-opening Mexico City ePrix, with Andretti's Jake Dennis taking the top step and wearing the New Era cap for the first time. This is not New Era's first foray into Formula E, however, as the brand has existing deals with the McLaren and Maserati teams.

Comment: Jamie Reigle, chief executive of Formula E, said: “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.”

Consequence: When the New Era collection launches later this year, it will be aligned with Formula E's sustainable goals. The brand's Repreve fabric will be utilised, a recycled performance fibre where plastic bottles are transformed into a technical yarn used for the headwear.

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