Long-time sponsor Hugo Boss set for Formula E switch from Formula 1
After all the manufacturers announcing its move to the FIA Formula E Championship, German clothing giants Hugo Boss is the latest to join the all-electric series.
Hugo Boss' CEO Mark Langer revealed the news to German weekly Focus, where it also clarified that cost was not the deciding factor for the company.
"After many years in Formula One, really since (German racing driver) Jochen Mass in the 70's, we have been thinking what is the next thing?"
Hugo Boss had sponsored McLaren for nearly 33 years prior to joining Mercedes in 2015. "Of course Formula One is the top class of motor racing, but Formula E is more innovative and sustainable.
"The engines, the races in major cities, that’s something a younger audience likes, which offers new opportunities," Langer explained.
It is unclear if Hugo Boss will sponsor the Formula E championship or it will join hands with an existing team competing in the series - at the same time, Mercedes is yet to confirm its departure.
UPDATE: Days after the news of Hugo Boss moving to Formula E, the all-electric championship on November 13 confirmed the brand as its Official Apparel partners for Season 4.
"With 35 years of experience in the world of motorsport, HUGO BOSS has “always [been] looking at innovative approaches to design and sustainability," said Langer.
"When we first encountered Formula E, we immediately saw its potential," he added, stating that the association works well with the ideology of the brand to use recycled materials on its new clothing, along with the use of sustainable cotton for its products.
"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," said Formula E boss Alejandro Agag.