New Era Cap Partners Up With Schmidt Peterson Motorsports

James Hinchcliffe
New Era Cap, in its fourth year as the official headwear of IndyCar, has teamed up with top US single seater team Schmidt Peterson Motorsports (SPM) on an exciting new collaboration.

The team has inked a deal with the 98-year-old company to expand beyond headwear and include team kit and fan merchandise for drivers James Hinchcliffe, Robert Wickens and Jack Harvey as well as all SPM team members and executives. The track-side collection will feature polo shirts, coats, dress shirts, vests, winter headwear, training apparel and custom victory shirts all donning the SPM and New Era logos. The New Era logo will also be featured on their cars and fire suits throughout all 17 rounds of the 2018 Verizon IndyCar Series season.

This apparel collaboration marks the first of its kind for headwear giant New Era. Wickens, who is transitioning from a successful stint in DTM racing, recently joined teammate and IndyCar headliner, Hinchcliffe at the New Era global headquarters in Buffalo, NY 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”, says 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.”

“We are very excited that the relationship we’ve built with New Era over the years has evolved into this expanded multi-year partnership as ‘Official Athletic Apparel Provider’ for Schmidt Peterson Motorsports,” commented 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 IndyCar season kicks off in St. Petersburg, FL on March 11th 2018 and runs through September 16th. For more information about SPM please visit and for tickets to upcoming races please visit

About New Era Cap
Since 1920, New Era has been hand-crafting 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 @neweracap.

About Schmidt Peterson Motorsports
Established in 2001 and owned by former IndyCar driver Sam Schmidt and Canadian businessman Ric Peterson, Schmidt Peterson Motorsports (SPM) currently competes in the Verizon IndyCar Series. With a storied history in the Indy Lights presented by Cooper Tires series with over 70 wins, over 70 pole positions and seven championship wins, the Indianapolis-based team has also found success in IndyCar with five wins, two Indianapolis 500 pole positions and four poles claimed overall, as well as three top-five finishes in the championship points standings. For more information, please visit


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