Hankook Unveils ‘Formula E Rewind’ Brand Film

- Unveils new brand film ‘Formula E Rewind,’ a reinterpreted video inspired by Formula E, for which Hankook serves as the exclusive tire supplier
- Delivers a visually engaging narrative by incorporating mechanical sounds from EV racing tire R&D and a distinctive ‘rewind’ technique
- Released via the official website and social media channels to expand engagement with global motorsports fans and consumers

Seoul, Korea, April 22, 2026 — A leading global tire company Hankook Tire & Technology (Hankook) unveiled its new brand film ‘Formula E Rewind,’ inspired by the ABB FIA Formula E World Championship—the world’s premier all-electric racing series organized by the Fédération Internationale de l’Automobile (FIA), for which Hankook serves as the exclusive tire supplier.

This latest release follows the Formula E brand film introduced in April last year. The previous work highlighted Hankook’s advanced technologies driving the evolution of future motorsports, with a focus on R&D processes supported by cutting-edge infrastructure. Recognized for its high production quality, the film received the ‘Silver Prize in the Sound Design category’ at the ‘Seoul Video Advertising Festival 2025,’ one of Korea’s largest advertising awards.

The newly released film adopts a distinctive ‘rewind’ visual technique, shifting the viewer’s perspective from ‘racing outcomes’ back to the ‘origin of technology’. Through this approach, it emphasizes that the starting point of racing lies in the tire, while conveying the innovative image of ‘iON,’ the world’s first full lineup electric vehicle (EV) tire brand.

In particular, the film dynamically captures the high-speed performance of the next-generation electric racing machine ‘GEN3 Evo’—capable of reaching speeds of up to 322 km/h and accelerating from 0 to 100 km/h in 1.86 seconds—alongside the official electric racing tire ‘iON Race,’ delivering a powerful sense of speed and intensity. By reconstructing the race sequence using a rewind technique, the video presents a fresh narrative that enhances viewer immersion and strengthens the delivery of its brand message.

The film reinforces Hankook’s strong brand positioning as an official partner of Formula E by featuring the slogan ‘Where it all begins,’ which reflects its innovative technologies driving leadership in the global EV tire market, along with the composite logo.

The brand film will be released across various Owned media channels, including Hankook’s official global website, YouTube, and Instagram. Through this initiative, the company aims to expand engagement with global motorsports fans, electric vehicle users, and consumers interested in future mobility trends, while effectively communicating its technological competitiveness and brand message in the era of electrification.

Meanwhile, Hankook continues to lead the EV tire market through its exclusive supply of tires for Formula E, the launch of ‘iON,’ the world’s first full lineup EV tire brand, and the provision of original equipment (OE) tires for major global automakers’ EV models. Moving forward, the company plans to further strengthen its global competitiveness by advancing technology based on data accumulated through motorsports and its cutting-edge R&D infrastructure.