Lululemon Leverages On Lewis Hamilton’s Global Endorsement 

Activewear brand Lululemon has made Formula One racer Lewis Hamilton its latest global brand ambassador.

Under the deal,  the 40-year-old racer— a seven-time F1 world champion— will collaborate with Lululemon’s research, design and development teams on future products. 

Meanwhile, the activewear brand’s Centre for Social Impact will collaborate closely with Hamilton’s global foundation Mission 44, to create a “fairer, more inclusive future”.   

Following the partnership, Lewis Hamilton stated, “Lululemon product is such high quality, looks amazing and ultimately delivers the performance I need it to. 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.”

The racer, who is chasing legendary Michael Schumacher’s record for F1 World Championships, is poised to feature in Lululemon’s ‘No Holding Back’ menswear campaign, spotlighting the gritty dedication athletes have in pursuit of excellence.

Hamilton joins the activewear’s pool of celebrity endorsers which include NFL player DK Metcalf, the NBA’s Jordan Clarkson, golfers Min Woo Lee and Max Homa and tennis stars Frances Tiafoe and Leylah Fernandez.

According to ASN data, Lululemon is a challenger brand in the Asian sponsorship market since Q222, having a mere 0.1% share and spending US$853k during this period. Its focus in the region has solely been on celebrity endorsements in the China market, namely deals with actors Celina Jade, Shawn Dou and musician Li Yuchun.