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This collaboration marks the first time a Chinese luxury goods company has partnered with an FIA World Championship, as Laofengxiang makes its debut in the world of motorsport.
Laofengxiang has designed and hand-crafted eight bespoke trophies for Rounds 10 & 11 of Season 11, which will be awarded to the winning driver and team as well as the second and third placed drivers on the podium.
Tradition meets innovation
Founded in 1848, Laofengxiang brings over 177 years of heritage and craftsmanship to the global motorsport stage. The partnership represents a unique blend of tradition and innovation, combining the legacy of China’s most storied jewellery house with the forward-thinking spirit of the ABB FIA Formula E World Championship.
Chairman of Laofengxiang Yang Yi said: "This partnership with Formula E, the world's first all-electric FIA World Championship and the only sport with net zero carbon footprint certification, is aligned with our brand's strategies of rejuvenation and globalisation.More importantly, Formula E and Laofengxiang are highly connected with the idea of sustainability."
Alberto Longo Co-Founder and Chief Championship Officer for Formula E said: “At Formula E we are accustomed to creating innovative partnerships, and by partnering with China's oldest jewellery brand we can introduce our sport to new audiences, whilst creating a uniquely authentic local activation.”
To celebrate the partnership, Laofengxiang will display the Formula E GEN3 Evo race car outside its flagship store on 518-522 Nanjing East Road Walking Street from 23rd–28th May 2025.
The activation will give fans a unique opportunity to view the world's fastest accelerating FIA single seater up close alongside the specially designed trophies ahead of the 2025 Hankook Shanghai E-Prix.
The collaboration with Laofengxiang adds a distinctive local flavour to Formula E’s return to China and underscores the championship’s commitment to building long- term, culturally relevant partnerships in key host cities around the world.
SCHEDULE: Where, when and how to watch or stream the 2025 Hankook Shanghai E-Prix Round 10 & 11
In 2014, Formula E broke onto the racing scene with a historic first race in Beijing. Since then, the all-electric series has raced in four locations across China, with races in Hong Kong, Sanya, and Shanghai joining the calendar. The racing action in 2025 will take place 31th May & 1st June.
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