ROKiT Venturi Racing Welcomes New Era as Official Headwear Partner

A New Era

With official FIA Formula E pre-season testing in Valencia fast approaching, ROKiT Venturi Racing is pleased to announce a multi-year collaboration with headwear pioneer and lifestyle brand, New Era.

From Season 8 of the FIA Formula E World Championship, New Era will become the Official Headwear Partner of Monaco’s only racing team as it expands its motorsport portfolio in the world’s premier all-electric racing series.

More Than Just a Cap

United in one vision, ROKiT Venturi Racing and New Era share the same core values that form their very foundations and hold a commitment to innovation by re-defining convention.

For over 100 years, New Era has manufactured the finest headwear in the world and is the market leader in sports, street and lifestyle culture .

The partnership continues New Era’s long-term commitment with REPREVE®, a leading high-quality performance fibre made from recycled materials.

With each piece created recycling up to five plastic bottles, each style gives new life to otherwise disposed materials.

You Can Leave Your Cap On

With sustainability sitting at the very heart of ROKiT Venturi Racing, the Monegasque marque will use New Era’s sustainable headwear from Formula E’s eighth season.

Personnel, including both drivers will wear New Era’s timeless 9Forty snapback both at the track and on the road.

In Their Words

Susie Wolff, ROKiT Venturi Racing Team Principal

“As part of the Formula E grid, we have a social responsibility to drive environmental change, not only on the track but away from it as well. For this reason, we’re proud to welcome another iconic brand to the ROKiT Venturi Racing family. Since 1920, as the definitive market leader New Era has continually set the benchmark for the headwear industry. A New Era cap is more than just a cap – it’s a statement of individuality and the sustainable line we will be wearing from Season 8 and beyond provides us with a key opportunity to once again embrace sustainability without compromising on style. We’re delighted to be working in collaboration with New Era as our Official Headwear Partner from next season.”

Paul Gils, New Era Cap Vice President EMEA

"With ROKiT Venturi Racing's industry-leading innovation at the heart of the motorsport industry, a partnership with the global market leader in headwear is a natural fit. After celebrating its centennial year in 2020, New Era has a long history of exploring new materials, manufacturing processes and innovative designs to keep the brand at the forefront of the industry. Likewise, ROKiT Venturi Racing ushers in a new era of innovation which challenges the status quo of how the racing industry operated regarding sustainability."

About New Era

Since 1920, New Era has been handcrafting the finest headwear in the world. Today, with apparel and accessories lines, the brand is a market leader rooted in sports and an influencer of street and lifestyle culture around the globe. With over 500 licenses in its portfolio, New Era is the brand of choice in the worlds of sport, fashion, music and entertainment. The Company is headquartered in Buffalo, N.Y., and its products are sold in more than 80 countries. For more information on New Era’s global offices and partnerships, visit and social channels @neweraeurope.

Additional information may be found at Connect with New Era on Instagram, Twitter, Facebook, and YouTube.