New Era ties up with Formula E for headwear deal

Formula E and New Era announced on Thursday a multi-year global licensing deal for a range of fan headwear products with New Era supplying the official podium cap for the motorsport.


As part of the deal, a range of five caps featuring Formula E’s new brand identity across New Era’s 9Forty, 9Fifty, and Trucker silhouettes will launch in spring 2023, according to a press release.

The new range will be available across New Era’s international distribution platforms with Formula E’s official e-commerce channels and retail stores at races.

New Era and Formula E will also collaborate on limited-edition styles, including designs for major races and a championship edition. Aligned with Formula E’s sustainability commitments, the New Era range will use Repreve fabric, where repurposed plastic bottles are composted to create a technical yarn used to manufacture the performance headwear.

“We are excited to be partnering with Formula E in 2023. As changemakers in our respective industries, we are thrilled to see Formula E designs on New Era’s most renowned silhouettes in new and exciting materials. Formula E marks another step in New Era’s presence in motorsport,” said ​Paul Gils, vice president EMEA, New Era.

The Hankook Tire podium cap was first unveiled at the 2023 Hankook Mexico E-Prix in January, where Jake Dennis (Avalanche Andretti Formula E team) won the first race of Formula E’s GEN3 era and became the first racing driver to take the top step of the podium wearing a New Era 9FORTY cap.

“We are 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 Matt Scammell, chief commercial officer, Formula E.

“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 offer while giving fans the opportunity to share their passion for Formula E with a premium fashion product featuring our refreshed brand identity.”

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