Hugo Boss has renewed its partnership with Formula E, the electric street racing series, for a further three seasons, until at least the end of season nine in 2023. The fashion brand will continue to serve as official apparel partner, underscoring the company’s bold commitment to innovation and sustainability and representing an evolution of its longstanding connection with motorsports.
As well as designing and producing the outfits for management, employees and volunteers, a key element of the partnership is the Boss | Emotion Club, a unique hospitality experience presented by Hugo Boss that includes not only food, drink and views of the track but also brings guests closer to all the action behind the scenes with the teams and garage tours.
Hugo Boss was an early supporter of Formula E, choosing to switch to the sport after many years with Formula One, as the sport aligns with the company’s drive for innovation, excellence and sustainability. Hugo Boss also works with the TAG Heuer Porsche Formula E Team and most successful drivers, including reigning champion Jean-Éric Vergne, who is an ambassador for Boss. He became the first Formula E driver to win two consecutive championships at the end of the 2018/19 season.
Reflecting Formula E’s role in developing the technology around and interest in electric motor vehicles, and the fact that these cars are a more sustainable option, the new apparel supplied by Hugo Boss is carefully sourced and produced to reduce its impact on the environment.
Mark Langer, CEO of Hugo Boss, said, “We have been involved in the development of Formula E from an early stage, and we are pleased to see how we have successfully grown together. Along with our shared commitments to excellence and innovation, both brands embody a certain lifestyle, an element of the collaboration that we will further strengthen with the Boss | Emotion Club. The next three seasons will see us continuing and deepening our relationship.”
Jamie Reigle, CEO of Formula E, said, “We are delighted to extend our relationship with Hugo Boss. Hugo Boss were the first lifestyle brand to join Formula E in season four and extending our partnership reaffirms our shared commitment to create a more sustainable future. Hugo Boss is more than our official apparel partner, they reinforce our position as a global lifestyle movement. With their driver ambassadors on the grid and their name on our premium hospitality experience at every E- Prix, Hugo Boss is truly a part of the Formula E family.”
The 2019/20 ABB FIA Formula E Championship continues on February 15 in Mexico City, the fifth time the fully-electric racing series has taken place there, and will conclude with a double-header in London this summer. Hugo Boss will be at every event supporting best-in-class performance and sporting innovation.
