Hankook Invites Formula E Fans to Join AI Helmet Design Campaign ‘Make it Yours, Make it Race’

- From 8 to 21 June, Hankook partners with Formula E and DS PENSKE to host a fan-driven helmet design competition utilizing Google Cloud´s AI technologies
- Winning design to be produced as a real racing helmet and showcased at the 2026 Hankook London E-Prix
- Campaign strengthens engagement with global motorsport fans and reinforces brand value through Hankook’s official Formula E partnership

Seoul, Korea, 12 June 2026 — Hankook Tire & Technology Co., Ltd. (hereafter Hankook), the exclusive electric racing tire supplier and official partner of the ABB FIA Formula E World Championship (Formula E), is launching the AI helmet design campaign, ‘Make it Yours, Make it Race,’ from June 8 to June 21 (local time) as part of its final sponsorship season in Formula E Season 12.

The campaign is being conducted in collaboration with Formula E and the DS PENSKE Formula E Team. The initiative delivers a new digital fan engagement with Google Cloud’s infrastructure and AI, including Google´s advanced models like Gemini, Nano Banana and Veo. Through the campaign, Hankook expands its fan-focused activations beyond the race venue, offering motorsport enthusiasts around the world new ways to engage with the Formula E ecosystem.

During the campaign period, participants can create customized racing helmet designs via the campaign website and submit their entries by sharing them on Instagram using the hashtag #HKAIhelmet. Following a public voting process, the winning design will be announced on July 3 through Hankook Tire’s social media channels. The design will later be showcased at the 2026 Hankook London E-Prix, where paper helmets featuring the winning artwork will be distributed to spectators, while a full-scale racing helmet based on the winning entry will be showcased at the Hankook’s Fan Village booth.

The winning designer will receive two Formula E VIP tickets, a driver-signed cap, an exclusive Formula E and DS PENSKE merchandise package, and a podium cap. Additional prizes, including grandstand tickets and official merchandise packages, will also be awarded to second- and third-place winners. Separate promotions for participants and voters will provide further opportunities to attend the 2026 Hankook London E-Prix.

Throughout its partnership with Formula E from Season 9 through Season 12, Hankook has continued to engage global fans through a variety of interactive programs, including its Hankook Fan Village activations. Visitors can explore Hankook’s ‘iON’, the world’s first full lineup tire brand developed exclusively for electric vehicles, alongside the ‘iON Race’ Formula E tire, while enjoying digital games, paper racing helmet activities, photo zones, and other hands-on experiences that showcase the connection between motorsport and electrification technologies.

In addition, Hankook serves as the Presenting Partner of the FIA Girls on Track program, supporting the development of future motorsport talent through lectures, educational sessions, and workshops for young women. Through these initiatives, the company continues to strengthen its brand value while expanding touchpoints with customers around the world.

Meanwhile, Hankook continues to enhance the technological competitiveness of its iON brand by incorporating racing data gathered through Formula E into its research and development activities. The company further strengthens its leadership in EV tire technology and premium brand positioning through original equipment supply partnerships with major electric vehicle models from premium automotive manufacturers, including Porsche, Audi, and BMW.