Lewis Hamilton has become Lululemon’s newest brand ambassador. This partnership marks a significant shift in the athletic apparel industry, bringing together one of sports’ most recognizable figures with a leading lifestyle brand.
The 40-year-old seven-time Formula 1 champion – who had been a global ambassador for Tommy Hilfiger since 2018 – is “excited” to the joining forces with the brand, which will see him collaborate in future designs and also partner on global advocacy work. The collaboration represents one of the most notable athlete-apparel partnerships announced this year, generating considerable interest across both the sports and fashion industries.
“Lululemon product is such high quality, looks amazing and ultimately delivers the performance I need it to,” he said in a statement. “I’m excited to partner with a brand that embraces a holistic approach to wellness. Together we want to inspire our communities to be the best versions of themselves.” Hamilton’s emphasis on holistic wellness aligns with growing consumer trends that have transformed the athletic apparel market in recent years.
The decorated racing driver started representing Scuderia Ferrari this year after his 12-season partnership with Mercedes-AMG’s Petronas team ended. His move to Ferrari represented one of the most significant transfers in recent Formula 1 history, generating headlines worldwide.
Now, he’s also got a new fashion collaborator, and Lululemon are glad to have him on board. Market analysts have responded positively to the announcement, seeing it as a strategic move that could expand the brand’s reach among male consumers.
“I’m thrilled to welcome Lewis to the Lululemon collective as our newest ambassador,” Nikki Neuburger, the company’s chief brand and product activation officer, added. “Lewis is a game-changer in every sense of the word. His relentless commitment to performance, well-being and impact align completely with what we stand for at Lululemon. We’re excited to partner with him to innovate, inspire, and create positive change together.” The partnership positions Lululemon alongside other major athletic brands that have secured high-profile athletes as ambassadors.
He will work closely with the brand’s research and innovation, design and development teams to give his own perspective on upcoming lifestyle and athletic collections. Industry observers anticipate the first Hamilton-influenced collection will feature his signature style alongside Lululemon’s renowned technical fabrics and performance designs.
Meanwhile, Lululemon’s Centre for Social Impact will team up with the driver’s own Mission 44 foundation to offer support to youngsters through education, employment and empowerment. This collaboration builds upon Hamilton’s longstanding commitment to creating opportunities for underprivileged youth in motorsport and beyond.
Last summer, Lewis signed a deal work with luxury fashion house Dior, which included a limited collection with them in collaboration with its creative director Kim Jones. The collection was met with enthusiastic response from fashion critics and consumers alike, highlighting Hamilton’s growing influence in the fashion world.
“Honestly, this has been such a dream,” he told WWD at the time. The Dior collaboration showcased Hamilton’s evolving personal style and his comfort navigating between the worlds of sports and high fashion.
This latest partnership with Lululemon builds on Hamilton’s growing portfolio of business ventures outside of racing, which includes investments in sustainable initiatives and various entrepreneurial projects that align with his personal values and vision.
Industry analysts note that Hamilton’s appeal crosses multiple demographics, making him an ideal ambassador for brands seeking global reach. His substantial social media presence and cultural influence extend far beyond the racetrack, offering Lululemon access to diverse audiences worldwide.
The collaboration also highlights Hamilton’s continued commitment to diversity and inclusion in both sports and fashion. As the only Black driver in Formula 1 history, Hamilton has consistently used his platform to advocate for greater representation, a mission that Lululemon has expressed enthusiasm about supporting through their partnership.
Athletic apparel experts suggest this collaboration could establish new precedents for athlete-brand partnerships, with greater emphasis on shared values and social impact alongside traditional endorsement elements. The deal reflects the evolving nature of celebrity partnerships, where alignment of purpose increasingly takes precedence over mere promotional value.
For Lululemon, securing Hamilton represents a significant addition to their roster of ambassadors and aligns with their strategic expansion into menswear and performance athletics. For Hamilton, the partnership offers a platform to further extend his influence beyond motorsport while advancing causes important to his personal mission.
