Lewis Hamilton, the illustrious seven-time Formula 1 World Champion, has officially partnered with the Canadian activewear brand Lululemon as their latest ambassador, announcing this collaboration on February 24, 2025. The renowned athletic brand is well-known for its high-quality athleisure apparel and commitment to wellbeing, making this partnership significant for both parties.
Hamilton's excitement about this new role shines through as he aims not only to promote Lululemon's products but also engage deeply with the brand’s philosophy. "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," he stated. His commitment to excellence aligns beautifully with Lululemon’s mission, echoing the brand's dedication to performance and positive impact.
Nikki Neuburger, Lululemon’s Chief Brand & Product Activation Officer remarked, "Lewis is a game-changer in every sense of the word. His relentless commitment to performance, wellbeing and impact align completely with what we stand for at Lululemon." This collaboration sets the stage for Hamilton to be prominently featured in Lululemon’s ‘No Holding Back’ campaign, which aims to showcase the intricacies behind elite training and debut the latest men’s apparel.
This partnership, though celebrated, has met with mixed reactions from fans. Some are surprised by Hamilton's association with Lululemon, considering its controversial past tied to founder Chip Wilson, who has faced criticisms for making derogatory comments about body shapes and diversity issues. Past remarks from Wilson have sparked widespread condemnation, and many fans expressed their discontent on social media. One fan reflected, "I’m sad this is who he picked. Everyone else can get Delulu for LULU without me." Indeed, the sentiment among some is not just disappointment but outright anger toward Hamilton for aligning with a brand historically criticized for its lack of inclusivity.
While Hamilton's decision has surprised many, Lululemon has since distanced itself from Wilson's troublesome legacy. The company released statements reinforcing their commitment to diversity and inclusivity, emphasizing, “Chip Wilson does not speak for Lululemon, and his comments do not reflect our company views or beliefs.” It seeks to re-establish its brand image following Wilson's departure from the board back in 2015.
Under the new partnership, Hamilton will collaborate with Lululemon’s Research & Innovation, Design, and Development teams, offering him the chance to contribute to the creation of future product lines. This includes not only athletic apparel but also lifestyle collections, showcasing Hamilton’s influence beyond the racetrack and illustrating his passion for high-quality performance gear. Hamilton said, "Lululemon product is such high quality, looks amazing and delivers the performance I need it to." His history of dissatisfaction with training gear—having resorted to cutting the sleeves off his workout tops last year—reinforces the importance of finding the right fit and feel in athletic wear for him.
Lewis Hamilton's global influence continues to expand, paralleling his automotive career. Beyond his commitment to Lululemon, he is gearing up for multiple high-profile events this year. He’ll co-chair the 2025 Met Gala, working alongside notable figures like Pharrell Williams and A$AP Rocky. This appearance is expected to extend his commitment to diversity and inclusivity within the fashion industry, aiming to create space for underrepresented designers at such prestigious events.
This year marks not just another chapter for Hamilton within Formula 1 as he also delves back onto the film scene as he begins production on the highly anticipated film titled "F1," featuring Brad Pitt and Damson Idris. “To do the first production this big is nuts because it’ll be hard to beat it,” Hamilton stated, clearly excited about bridging his racing DNA with Hollywood aspirations. He aspires to immerse himself more deeply within film production after his racing days conclude, signaling both his awareness of timing and the importance of groundwork.
With Hamilton as the face of Lululemon and his continuous involvement in significant cultural moments, there’s no denying he has established himself as both a sports and fashion icon. The partnership appears to be yet another opportunity for Hamilton to expand his influence beyond the track, facilitating conversations around wellness, inclusivity, and quality performance gear.
Time will tell how this collaboration affects Hamilton’s public perception within the Formula 1 community and whether fans can reconcile their feelings about Lululemon’s past with his vision for their future. Regardless, Hamilton’s latest partnership is poised to change the athletic apparel narrative, bridging gaps between sports, fashion, and social influence.