How Geox aims to emulate F1 success in Formula E

Dragon Racing’s new title sponsor Geox has joined Formula E in a bid to replicate the title-winning association it had with Red Bull in Formula 1.

How Geox aims to emulate F1 success in Formula E

Italian footwear manufacturer Geox – which specialises in ‘breathable’ and lightweight sole systems – joined Red Bull’s roster of partners in 2011 during its period of F1 domination with Sebastian Vettel.  

Sebastian Vettel, Red Bull Racing RB8 passes Charles Pic, Marussia F1 Team MR01

Sebastian Vettel, Red Bull Racing RB8 passes Charles Pic, Marussia F1 Team MR01

Photo by: Sutton Images

The Formula E team will be called Geox Dragon Racing in a deal that stretches to 2021. And despite heavyweight opposition from manufacturer teams including Audi, BMW, Jaguar, Nissan, Mahindra and DS, it aims to be successful from the start.

“If you invest, you do it to win,” says Geox President and company founder Mario Moretti Polegato. “In the first year, we will have to understand some things, but the goal must be to win.

“With Red Bull and Vettel we gained a lot of experience, the driver is an athlete and he generates heat, but he’s not the only one, even the car does. So we looked for solutions that helped to control the temperatures.

“Thanks to F1, transpiration holes in the lower surface became bigger. So, this ‘transition’ will go on thanks to a technical team that will attend races to improve the technologies and will take them to the [footwear] industry.”

Maximilian Günther and Antonio Fuoco with Mario Moretti Polegato, President and Founder of GEOX

Maximilian Günther and Antonio Fuoco with Mario Moretti Polegato, President and Founder of GEOX
1/1

Photo by: Dragon Racing

In terms of the factory giants that Dragon will be facing, Polegato likens his company’s size and global reach to that of Ferrari – another figurehead for Italian-based manufacturing.

“I can’t compare myself to these companies, that have different measures,” he added. “But we are a worldwide company that works in 115 countries and that will take the Italian flag all over the world.

“On one hand, there’s Ferrari, on the other hand, there’s us. We will have racing, our trademark, in a single way.”

Jose Maria Lopez, Dragon Racing

Jose Maria Lopez, Dragon Racing
1/6

Photo by: Malcolm Griffiths / Motorsport Images

Jose Maria Lopez, GEOX Dragon Racing, Penske EV-3

Jose Maria Lopez, GEOX Dragon Racing, Penske EV-3
2/6

Photo by: Alastair Staley / Motorsport Images

Jose Maria Lopez, GEOX Dragon Racing, Penske EV-3

Jose Maria Lopez, GEOX Dragon Racing, Penske EV-3
3/6

Photo by: Dom Romney / Motorsport Images

Jose Maria Lopez, GEOX Dragon Racing, Penske EV-3, Antonio Felix da Costa, BMW I Andretti Motorsports, BMW iFE.18

Jose Maria Lopez, GEOX Dragon Racing, Penske EV-3, Antonio Felix da Costa, BMW I Andretti Motorsports, BMW iFE.18
4/6

Photo by: Andrew Ferraro / Motorsport Images

Maximilian Günther, Dragon Racing, Penske EV-3 with the new hyper boost LED lights on the halo

Maximilian Günther, Dragon Racing, Penske EV-3 with the new hyper boost LED lights on the halo
5/6

Photo by: Alastair Staley / Motorsport Images

Maximilian Günther, Dragon Racing, Penske EV-3

Maximilian Günther, Dragon Racing, Penske EV-3
6/6

Photo by: Alastair Staley / Motorsport Images

shares
comments
Porsche close to naming first Formula E signing for 2019/20

Previous article

Porsche close to naming first Formula E signing for 2019/20

Next article

F1-bound Seidl was set to be Porsche motorsport boss

F1-bound Seidl was set to be Porsche motorsport boss
Load comments

About this article

Series Formula E
Drivers Jose Maria Lopez , Maximilian Gunther
Teams Dragon Racing
Why Formula E's Valencia fiasco undermines engineering talent Prime

Why Formula E's Valencia fiasco undermines engineering talent

FIA president Jean Todt wanted more Formula E coverage in the media, and got his wish when the opening Valencia E-Prix proved farcical. Despite attempts to spin the race as teams failing to get their sums right, Formula E and its governing body cannot escape blame - especially when trying to get teams to commit long-term.

Formula E
Apr 27, 2021
How Valencia E-Prix farce gave Formula E an image problem Prime

How Valencia E-Prix farce gave Formula E an image problem

Formula E was under the microscope at Valencia, on its first visit to a permanent circuit. But after a mere nine drivers were left classified following Saturday's Valencia E-Prix, the electric championship once more faced criticism after rising energy deductions and miscalculations produced a farcical affair.

Formula E
Apr 25, 2021
How Vergne and Vandoorne found redemption in Rome Prime

How Vergne and Vandoorne found redemption in Rome

Another Formula E double-header, another double dose of frantic action. While the form guide remains unpredictable following fightback wins for Jean-Eric Vergne and Stoffel Vandoorne in Rome, the speed and consistency of Mercedes – both on and off the track – could have its rivals worried for what is to follow

Formula E
Apr 12, 2021
What Nissan's commitment to Gen3 reveals about Formula E's future Prime

What Nissan's commitment to Gen3 reveals about Formula E's future

Formula E's Gen3 era grid continues to take shape, after Nissan opted to commit to the series for another four years. Nissan's global chief operating officer explains why it has thrown its lot in with FE while other high-profile marques have decided to call it quits.

Formula E
Mar 24, 2021
Why the new Formula E season got off to such a controversial start Prime

Why the new Formula E season got off to such a controversial start

With the new Formula E season belatedly getting underway in Saudi Arabia, the championship appeared to try to make up for lost time with an overspill of action and controversy on and off the track. While some talking points could have serious repercussions, it was an explosive opener for many reasons.

Formula E
Mar 1, 2021
The eight major plotlines to watch in Formula E 2021 Prime

The eight major plotlines to watch in Formula E 2021

The delayed 2020-21 Formula E season gets underway this week with a double-header in Saudi Arabia. The testing times were too close to call a favourite, but that's not the only area of interest to follow as the championship enters a crucial year

Formula E
Feb 25, 2021
Why Formula E's 2021 season will be a crucial litmus test Prime

Why Formula E's 2021 season will be a crucial litmus test

As off-track politics threatens to overshadow events on it, the upcoming Formula E season is perhaps its most important since the championship's inception. And that's a shame, given that the focus should be on what promises to be its closest title fight yet.

Formula E
Feb 24, 2021
How Mercedes and Porsche can avoid a difficult second FE album Prime

How Mercedes and Porsche can avoid a difficult second FE album

Mercedes and Porsche compete to win and have done so across the board: in Formula 1, sportscars, the Dakar Rally and endurance road races - even working together to break land speed records. Next in the crosshairs is the Formula E teams' championship crown.

Formula E
Feb 17, 2021