Sports and lifestyle brand New Era has announced a new, multi-year partnership with Formula 1 team McLaren Racing “to deepen and expand their decades-long relationship.”
New Era confirmed that in addition to remaining an official partner of McLaren Racing, it will also adorn the helmets of McLaren Formula 1 drivers Lando Norris and Oscar Piastri from the 2024 season.
It is the first time that New Era’s flag logo will appear both off-track and on-track in Formula 1. McLaren was New Era’s first F1 partnership in 2015, starting with a headwear collection for drivers and fans before expanding to include apparel rights and headwear for all McLaren Racing teams.
“New Era has been excited about our partnership with McLaren Racing since our relationship began in 2015. As we begin this new chapter as the team’s official headwear partner, we look forward to working with McLaren to further expand the influence and reach of racing worldwide,” said Chris Koch, Managing Director of New Era.
“New Era and McLaren share a common passion for sport, creativity and innovation, and together we are committed to supporting voices that inspire us on the racetrack and beyond. We are thrilled to have our New Era flag adorning the helmets of McLaren’s F1 team and look forward to what the coming seasons will bring.”
New Era will launch a collection of designs later this year in some of its iconic styles including the 9Forty Trucker A-Frame, 9Forty Snapback, 9Fifty and Bucket Hat silhouettes, including special releases for the Miami Grand Prix, Monaco, Silverstone and Austin.
“We are very pleased to extend our partnership with New Era. Our headwear has always been very popular with fans,” said Louise McEwen, Executive Director of Brand and Marketing at McLaren Racing, adding: “It’s fantastic that we continue to delight our fans and bring some bold and iconic collections to market we can bring so that our fans can celebrate important milestones of the season with us.”
This post previously appeared on FashionUnited.com