New Era, the renowned headwear brand, has recently announced a multi-year global licensing deal with Formula E, the electric motorsport series. This partnership will see New Era become the provider of the official podium cap for Formula E. As part of the deal, New Era will release five different caps featuring Formula E’s new brand identity across their popular 9Forty, 9Fifty, and Trucker silhouettes in spring 2023.

These new headwear options will be available worldwide through New Era’s distribution platforms, as well as Formula E’s official e-commerce channels and retail stores at races. Additionally, New Era and Formula E will collaborate on limited-edition styles, including designs specifically created for major races and a championship edition.

What sets this collaboration apart is its commitment to sustainability. New Era will use Repreve fabric for the Formula E range, which is made by composting repurposed plastic bottles to create a technical yarn used in manufacturing the performance headwear. This aligns with Formula E’s focus on promoting sustainability and environmentally friendly practices.

Paul Gils, the vice president of New Era in the EMEA region, expressed his excitement about the partnership, stating, “We are thrilled to be partnering with Formula E in 2023. As pioneers in our respective industries, we are delighted to feature Formula E designs on New Era’s iconic silhouettes using new and innovative materials. Formula E represents another milestone in New Era’s presence in motorsport.”

The first appearance of the New Era-designed podium cap took place at the 2023 Hankook Mexico E-Prix in January. The race saw Jake Dennis of the Avalanche Andretti Formula E team secure victory, becoming the first racing driver in Formula E’s GEN3 era to reach the top step of the podium while wearing a New Era 9FORTY cap.

Matt Scammell, the chief commercial officer at Formula E, commented on the partnership, saying, “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 express their passion for Formula E with a premium fashion product featuring our refreshed brand identity.”

This collaboration between New Era and Formula E highlights the increasing popularity and influence of the electric motorsport series. Not only does it offer fans stylish headwear options, but it also solidifies New Era’s presence in the world of motorsport. As Formula E continues to drive innovation and sustainability, it is likely that we will see more exciting collaborations within the industry.

To learn more about New Era and their partnership with Formula E, visit their official website:

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