HUGO BOSS TIES FORMULA E DEAL

14 Nov 2017

By: Sport Industry Group

Formula E has announced a new partnership with global fashion house Hugo Boss, which will see the series’ management, employees and volunteers dressed for the fourth season of the Championship.

With 35 years of experience in the world of motorsport, Hugo Boss has “always [been] looking at innovative approaches to design and sustainability,” according to CEO Mark Langer.

Langer continued: "Making use of recycled materials for the padding in its jackets and its commitment to sourcing sustainable cotton for its clothing lines are just two examples that align well with the aims of the world's first fully-electric street racing series. When we first encountered Formula E, we immediately saw its potential."

Launching on 1st December ahead of the season opener in Hong Kong the following day, the partnership will see Hugo Boss branding appear trackside throughout the city streets, on the official Formula E demo car and on Formula E staff clothing.

Formula E founder and CEO Alejandro Agag, added: “As the first official apparel partner of the series, we look forward to seeing the dynamic style and innovation on show that Hugo Boss is renowned for."