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
De Vries: Why Formula E title success felt so different to F2 Prime

De Vries: Why Formula E title success felt so different to F2

OPINION: The 2021 Formula E campaign was wide open until the final race after its most unpredictable season yet. Eventual champion Nyck de Vries explains why this made his title-winning experience such a different experience to conquering F2 in 2019

Formula E's new toys ahead of its second-generation swansong Prime

Formula E's new toys ahead of its second-generation swansong

Formula E welcomes a mix of past, present and future for the 2021-22 season. The old guard facing off against a sprinkling of newcomers, a fresh qualifying format amid a sporting rules shake-up and a range of minor tweaks to the existing all-electric machines are all subplots to the final campaign before the next generation arrives

Formula E
Dec 3, 2021
The sharing mentality that transformed the fortunes of two FE teams Prime

The sharing mentality that transformed the fortunes of two FE teams

Electing not to share data with its competitive customer team would have been a straightforward means of gaining an edge on at least one of Mercedes' Formula E rivals last season. But by reciprocating the relationship forged under its initial HWA guise, when it was a customer to Venturi, both teams have reaped the rewards

Formula E
Nov 30, 2021
How Mercedes's Formula E squad replicated the F1 team's best trait Prime

How Mercedes's Formula E squad replicated the F1 team's best trait

With its ultra-successful sister team in Formula 1 and a support network providing some of the best minds and resources in the business, Mercedes Formula E team principal Ian James knew his squad had all the winning ingredients. But mixing it together was no easy feat and required key attributes to be grown from within

Formula E
Nov 29, 2021
How Formula E's polarising newcomer Ticktum can prove himself Prime

How Formula E's polarising newcomer Ticktum can prove himself

OPINION: Few figures in racing today divide opinion like Dan Ticktum. The Formula 2 race winner now has the chance to wipe his professional slate clean with his move into Formula E, but it won't be easy at the squad which has brought up the rear for the past three years. Here are the three key criteria he must meet to make a lasting impression on the series.

Formula E
Nov 27, 2021
How Mercedes pulled off a silent coup in Formula E Prime

How Mercedes pulled off a silent coup in Formula E

By virtue of its Formula 1 success, Mercedes was expected to rise to power in Formula E before long. That it won both the drivers' and manufacturers' championships this year, after only two seasons as a full works effort, belies a tricky path littered with potential pitfalls

Formula E
Nov 26, 2021
Why electric racing cars should be four-wheel drive Prime

Why electric racing cars should be four-wheel drive

OPINION: Circuit racing has traditionally favoured front- or rear-wheel-drive setups, eschewing the equal distribution of power. But for Formula E and other electric-powered series, our columnist believes it’s a perfect fit.

Formula E
Oct 13, 2021
How motorsport's most prominent power couple found joint success Prime

How motorsport's most prominent power couple found joint success

The Wolffs have carved their own paths in motorsport, leading their respective teams to success in Formula 1 and Formula E. But the two came together last month as their drivers finished first and second in the FE drivers' championship - a feat they are hugely proud of. In a rare joint interview, they reflect on a remarkable season

Formula E
Sep 21, 2021