Lewis Hamilton’s new Lululemon deal: A perfect match for F1’s flashiest star as seven-time champion’s fashion-forward persona divides fans – Lewis Hamilton is no stranger to controversy, both on and off the track.
While he is the most successful Formula 1 driver in history, boasting a record-breaking career with seven world championships, his public image is defined as much by his off-track persona as his driving. This week, he added another layer to that identity, moving further into the world of fashion and lifestyle by signing a new ambassador deal with Lululemon.
The partnership, announced on Monday, adds Hamilton to Lululemon’s growing roster of sports ambassadors, which includes PGA stars Min Woo Lee and Max Homa, ATP tennis player Frances Tiafoe, WTA player Leylah Fernandez, NFL wide receiver DK Metcalf, NBA’s Jordan Clarkson and NHL prodigy Connor Bedard. It also marks the latest step in Hamilton’s ongoing transformation from pure racing driver to global celebrity and cultural icon.
But while Hamilton’s ability to transcend the world of motorsport has made him a favourite of brands and the media, it has also made him a divisive figure among die-hard F1 fans. His frequent appearances at Grand Prix weekends in extravagant designer outfits, his association with high fashion and his outspoken advocacy on social issues have led some to see him as more of a “peacock” than a racer. This new deal with Lululemon is unlikely to change that perception.
From Tommy Hilfiger to Lululemon: A change in style
Hamilton’s relationship with fashion has been central to his brand for years. His previous long-term sponsorship with Tommy Hilfiger, which began in 2018, was aligned with his then team Mercedes-AMG Petronas, and he was frequently seen wearing the brand’s bold, streetwear-inspired designs.
That partnership ended with his move to Ferrari for the 2025 season, paving the way for this new collaboration with Lululemon – an athleisure giant better known for yoga pants than motorsport.
For Hamilton, the move signals an evolution in his fashion partnerships. While Tommy Hilfiger focused on his high-end street style, Lululemon positions him in the ever-growing athleisure and wellness space – an area he has increasingly focused on in recent years. The brand emphasised that Hamilton will not only wear its clothing, but will also be actively involved in product development, research and innovation.
“Lululemon products are so high quality, look amazing and ultimately deliver the performance I need,” said Hamilton in a statement. “I’m excited to partner with a brand that takes a holistic approach to wellness. Together, we want to inspire our communities to be the best versions of themselves.”
That kind of language is exactly what frustrates some traditional F1 fans, who feel Hamilton’s off-track persona has become too polished, too corporate and too far removed from the raw, unfiltered image of old-school racing legends.
The ‘peacock’ persona that divides fans
Hamilton’s influence in F1 is undeniable, but his personal brand has evolved into something far removed from the rugged, grease-stained image of past champions. His presence in the paddock often resembles a high-fashion runway, with outfits ranging from brightly coloured oversized suits to avant-garde designer ensembles that wouldn’t be out of place at Paris Fashion Week.
To some, this makes him an icon – someone who has successfully redefined what it means to be a modern athlete. For others, it makes him an outlier, a driver who has strayed too far from the sport’s mechanical and competitive roots.
Critics argue that Hamilton’s obsession with fashion and social advocacy detracts from his racing focus, a claim that has only grown louder since his dominance in F1 waned following Mercedes’ decline after the 2021 season. His move to Ferrari, a team with its own legacy of iconic drivers, has left many wondering whether Hamilton will adapt to a more traditional role or continue as the sport’s ultimate showman.
Lululemon and Hamilton: A branding masterstroke
Lululemon’s decision to partner with Hamilton, however, is a calculated one. The brand is aggressively expanding into the men’s market, positioning itself not just as an athleisure label but as a serious player in high-performance sportswear. Hamilton, with its global appeal and commitment to fitness, is a perfect fit for this ambition.
Nikki Neuburger, Lululemon’s Chief Brand and Product Activation Officer, praised Hamilton as a “game-changer in every sense of the word” and said that his dedication to performance, wellness and social impact made him a perfect fit for the brand’s evolving identity.
As part of the partnership, Lululemon’s Centre for Social Impact will work with Hamilton’s foundation, Mission 44, to integrate exercise and mental health experiences into programmes aimed at empowering young people. This social activism has always been a key part of Hamilton’s brand, and while it resonates with many, it remains a point of contention for others who long for a time when drivers were seen and heard only in the context of their racing.
Front and centre in ‘No Holding Back’ campaign
Hamilton’s new deal with Lululemon will see him featured in the brand’s upcoming ‘No Holding Back’ campaign, which highlights the physical and mental resilience required to be a champion. The campaign will showcase Hamilton’s gruelling training routines, as well as his personal approach to wellness and preparation – areas where Lululemon hopes to establish itself as a credible name in men’s performance apparel.
Hamilton will be seen wearing the brand’s latest training collections, including the popular Metal Vent Tech range, further integrating him into the expanding world of high-end sportswear. Whether this partnership will sway traditional motorsport fans remains to be seen, but it is clear that Hamilton is fully committed to shaping his legacy as more than just a driver.
Champion or celebrity?
As Hamilton embarks on this new chapter with Ferrari, the divide between fans is likely to deepen. To some, he remains the greatest driver of his generation, a man whose records speak for themselves regardless of his off-track endeavours. To others, he is a celebrity first, a racer second – a driver who has drifted into the world of fashion and branding at the expense of pure racing.
His new partnership with Lululemon only reinforces this perception. Whether he is seen as a visionary pushing the boundaries of what a Formula 1 driver can be, or a self-indulgent figure more focused on personal branding than his lap times, one thing is certain: Lewis Hamilton will continue to stand out, for better or worse.
F1 NEWS – FIA president to follow Trump’s lead to appease Russia
The invasion of Ukraine by the aggressor Russia three years ago today one February 24th 2022, saw Formula One take decisive action with almost immediate effect. The Uk almost immediately banned Russian drivers from competing within its territories and the US owned Haas F1 team found itself in rather a pickle.
They had hired the son of a Russian oligarch, Nikita Mazepin as one of their full time drivers for the season yet as the first missiles were fired on Kyiv, Haas were given some breathing space given this was day two of the test and their Russian driver was not scheduled to drive their car.
Haas F1 were primarily sponsored by Russian oligarch Dmitry Mazepin, the owner of Uralkali, who had ironically influenced the design of the team’s livery to resemble the Russian flag. As the massed ranks of Russian troops crossed the border into Ukraine, Formula One was undertaking its pre-season testing in Barcelona
