New Era becomes official apparel provider for Schmidt Peterson Motorsports

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New Era Cap, in its fourth year as the official headwear of INDYCAR, announced a partnership today with Verizon IndyCar Series team Schmidt Peterson Motorsports to become its provider of team and fan apparel.

Under the agreement, New Era will provide shirts, coats, vests, winter headwear, training apparel and more for Schmidt Peterson drivers James Hinchcliffe and Robert Wickens, as well as driver Jack Harvey, whose Michael Shank Racing team has a technical affiliation with SPM. New Era is also providing apparel for team members and its logo will be featured on the three drivers’ cars and firesuits throughout the 2018 season. Retail merchandise will also be available for fans to purchase.

“We are very excited that the relationship we’ve built with New Era over the years has evolved into this expanded multiyear partnership as official athletic apparel provider for Schmidt Peterson Motorsports,” said Jon Flack, president of SPM. “The history of the company and passion of their people is infectious, and together I believe we can create an innovative look and feel for SPM and our drivers.”

The apparel collaboration marks a first for headwear giant New Era, which has been in operation since 1920. Hinchcliffe and Wickens recently visited the New Era global headquarters in Buffalo, New York, to review apparel and headwear options for their upcoming driver wardrobe.

“When we heard Schmidt Peterson Motorsports was assessing apparel partners, we thought it would be a great opportunity to grow our footprint within the sport,” said Billy Rieck, New Era INDYCAR product manager. “New Era is always looking for ways to expand our brand and, given our already strong relationship with SPM, we knew they would be the right partner.”  

Hinchcliffe and Wickens are among more than a dozen Verizon IndyCar Series drivers participating in team testing today at Sebring International Raceway in Florida. The 2018 season officially begins with the Firestone Grand Prix of St. Petersburg on the streets of the Florida city on March 11 (12:30 p.m. ET, ABC and Advance Auto Parts INDYCAR Radio Network).

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