The E Team. left to right: Formula E world champion Lucas di Grassi,  Formula E CEO Alejandro Agag and Boss CEO Mark Langer

THE E-TEAM: Hugo Boss is going electric, switching its long-term motor racing sponsorship from the Formula One World Championship to Formula E, the electric street racing series. The German apparel giant officially announced its change today, and as Boss chief executive officer Mark Langer noted, is “the first apparel partner to support this exciting new motorsport series.”

As the official partner, Hugo Boss will design and develop outfits for the Formula E series management, employees and volunteers. At an exclusive event in Hong Kong Dec. 1 for rounds one and two of the 2017-18 FIA Formula E Championship, attendees will get a first glimpse of the partnership. Formula E takes place on the streets of the world’s major cities for a literally electrifying motorsport experience.

As Langer remarked in a previous interview, “Naturally, the Formula 1 the premium class in racing, but the Formula E is more innovative and sustainable.” Welcoming Boss to the team, Formula E founder and chief executive officer Alejandro Agag said “we look forward to seeing the dynamic style and innovation on show that Boss is renowned for.”

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