Culture Fashion
Call it LewLewLemon: Lewis Hamilton is Lululemon's newest ambassador
Or is it LuluLewis?
Emily Selleck
Edited: Feb 24, 2025, 4:24 PM
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Courtesy: Lululemon
Maybe he was jealous of Max and AlphaTauri: Lewis Hamilton just announced his new global ambassadorship with athletic brand Lululemon, creating an incredible naming synergy.
Hamilton's new role broke with an Instagram post showing the new Ferrari driver during a 4am sweat sesh in the gym, rocking a teal long-sleeve shirt and black performance tights. Ironically, in an interview with GQ, Hamilton said he had no idea Lululemon — best known for athleisure gear and clothes for women on their ‘hot girl walks’ — also catered to men.
“Obviously, there were women that I’d met who would just be raving about Lululemon. I was like, ‘Uh, I can’t wear the leggings,’” he told GQ. “When it comes to all the fabrics that I work with — when I’m designing clothes for example — the material is very, very important for me. There’s some brands I just can’t wear because it’s itchy,” he went on, noting he was immediately impressed by the brand’s pitch. “I’m looking for that extra one percent.”
The seven time world champion has been less-than-impressed by the training gear he’s worn in the past, telling GQ he even cut the sleeves off all of his workout tops last season. “The silhouette is very important,” he emphasized. “I love color-matching things [too], you want to look good when you go somewhere to work out.” As an ambassador, Hamilton will work closely with Lululemon’s research, innovation, design and development teams to collaborate on future products and provide feedback. The company’s Centre for Social Impact will also partner with his global foundation, Mission 44, as part of the deal.
Photo by: Courtesy: Lululemon
This and his move to Ferrari would have constituted a big year for Hamilton, but he's only just getting started. He has another massive fashion moment on the horizon, plus he produced and appears in the upcoming Brad Pitt film "F1," slated for this summer.
“To do the first production this big is nuts because it’ll be hard to beat it,” he said. “[But] when I stop racing, that’s something I’d really love to get more into.”
On the other end of the fashion spectrum from performance tights, Hamilton is also set to co-chair the 2025 Met Gala with Pharrell Williams, A$AP Rocky, Colman Domingo, and Vogue editor-in-chief Anna Wintour. Hamilton's worked in high fashion before, particularly via last year's collaboration with former Dior men's director Kim Jones.
When asked whether he hopes to follow in the footsteps of Pharell Williams, who successfully transitioned from the music industry to become the men's creative director of Louis Vuitton, Hamilton remained coy.
“I’m very much conscious of doing the groundwork,” he said. “I’m conscious that I couldn’t creative direct. I’m not at that point yet, but I’m using these as stepping stones. I’m really building up my experience—it’s like internships that I’m doing—and I hope that at some stage it provides me to a point where I’m like, ‘Okay, I’m ready now to truly lead and stand alone.’”
Photo by: Courtesy: Lululemon
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