Formula E is the world’s largest all-electric single-seater championship, and this identity extends to all its partnerships.
As the only fully electric single-seater championship, Formula E was built upon the values of sustainability, accessibility, and relevance.
These values shape not only how the series races, but also how it presents itself commercially.
Fashion has become a focal point of branding in motorsport, and is the clearest expression of the difference between Formula E and Formula 1’s marketing and branding.
Formula 1’s approach is rooted in its rich history, which is defined by prestige, revenue, and traditional business practices.
F1 was established to identify the fastest drivers and most advanced racing cars in the world; over time, the championship has evolved into a global entertainment property.
Its modern strategy centres on performance, spectacle, and commercial growth, with sustainability positioned as an important but supporting objective.
The championship emphasises excellence, heritage, and aspiration, reinforced through premium hospitality, luxury partnerships, close ties to wealth and celebrity culture. Fashion in F1 channels these values into a single, rich endeavour for the sport.
Team merchandise and collaborative collections typically command a premium, with graphic T-shirts priced between £90 and £120, hoodies above £150, and caps priced above £50. These products function as lifestyle goods as much as fanwear, aligning with Formula 1’s broader luxury image.
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Formula E was created with a different purpose. Its stated mission is to support the development and adoption of sustainable mobility by leveraging racing as a public platform. Environmental responsibility and future-focused innovation sit at the centre of the championship’s identity rather than alongside it.
These values influence how Formula E operates and communicates.
The series races in city centres, including London, Tokyo, and Berlin, reducing physical barriers to attendance and embedding events within everyday urban environments. It has maintained carbon-neutral certification and typically partners with brands that can demonstrate environmental and social responsibility.
The aim is to present motorsport as current and accessible, rather than distant or elite.
Campaigns often focus on technology, relevance to future transport, and career pathways in engineering and creative industries. Drivers are portrayed as approachable, and team apparel reinforces that image.
The contrast between the two championships becomes especially clear in their fashion and lifestyle partnerships.
Formula E treats apparel primarily as fan merchandise rather than luxury fashion. Team T-shirts are typically priced between £35 and £55, hoodies between £65 and £85, and caps between £30 and £35. These price points support Formula E’s mission to bring racing closer to fans.
The most visible examples of this approach were Formula E’s collaborations with Hong Kong-based streetwear brand CLOT. The partnership included a unisex apparel collection and a special-edition car livery. While comparable Formula 1 fashion collaborations often launch at significantly higher prices, the CLOT x Formula E collection was positioned to reach a broader audience, with cultural relevance taking precedence over exclusivity.
At the team level, Nissan’s partnership with sustainable performance wear brand Reflo offered a more direct application of Formula E’s environmental commitments.
The “NISMO Thrifted” project repurposed older team garments into new apparel, reducing waste and extending product life cycles. Instead of relying on seasonal releases, the initiative focused on reuse and durability.
Formula E chief executive Jeff Dodds has said that sustainability and elite sport can support one another, a view reflected in how the championship selects its commercial partners. Rather than following Formula 1’s premium fashion model, Formula E has developed a strategy that aligns with its mission and audience.
Formula 1 uses fashion to reinforce aspiration and status. Formula E uses it to support accessibility, affordability, and environmental responsibility.
In each case, fashion functions as an extension of the values that define the sport beyond the racetrack.
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Photo by Mitsuaki Futori/LAT Images/FE Media Bank
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