red Bull Racing Heads Into New Era
UK-based Formula 1 team Oracle Red Bull Racing has announced a global headwear partnership with sports and lifestyle headwear brand New Era.
The partnership will see New York-based New Era produce headwear for the five-time constructors champions as well as team driver caps for Sergio Perez and double world champion, Max Verstappen, to wear throughout the 2023 season. The collection will be available to purchase from both New Era and Oracle Red Bull Racing online stores and outlets at the start of the 2023 Formula 1 season.
Additional caps will also be available featuring Sergio Perez and Max Verstappen’s sponsors, home flags embroidered on the back left side, and their corresponding personal race numbers. The team and driver collection will be the official on-track headwear for the season.
New Era already supplies headwear to some of the world’s biggest sports leagues including Major League Baseball (MLB), National Basketball Association (NBA) National Football League (NFL).
The partnership strengthens New Era’s presence in Formula 1 t as well as being the official headwear supplier to teams spanning rugby, golf, and football, including Premier League side Manchester United.
The debut headwear collection will be available in the classic Oracle Red Bull Racing blue, red, and yellow livery as well as offering additional styles in a seasonal colour palette for the lifestyle consumer. Each style features the official Oracle Red Bull Racing logo on the front panel alongside New Era’s flag logo to the left side. All styles feature a lightweight and hard-wearing polyester material throughout.
Paul Gils, VP EMEA, New Era said,“We are thrilled to be partnering with Oracle Red Bull Racing. As two globally revered brands who continue to push the boundaries in their respective fields, we are excited to bring a collection of headwear to the Oracle Red Bull Racing fanbase and team drivers in 2023 and beyond to further strengthen our presence in Formula 1.”
Christian Horner, Team Principal and CEO, Oracle Red Bull Racing added, “The New Era brand is iconic. Transcending sport and fashion, it is truly woven into the fabric of global culture. Our partnership with New Era will enable us to bring F1 and Oracle Red Bull Racing to an even wider audience through an innovative collection and line of headwear.
“The new range will be made available in the familiar Oracle Red Bull Racing livery colours and will also include a few race-specific specials through the season. The collaboration gives us the opportunity to connect with fans on a new level and we are excited to elevate that even further alongside a brand as synonymous with innovation and fashion as New Era.”
Red Bull Racing’s Commercial Director, Nick Stocker, recently highlighted the importance of specialisation in Red Bull’s commercial strategy, following its deal with British sportwear brand Castore. The latest deal with headwear specialists New Era underlines the approach further.
