Lewis Hamilton has officially partnered with Lululemon as their newest global ambassador. Although Hamilton is known as the F1 driver most connected to the fashion industry, this particular announcement raised some eyebrows. Not because of the collaboration itself, but because of the brand behind it. It’s not certain how much of Lululemon’s history the driver is aware of, as he admitted he didn’t even know Lululemon made men’s clothing before signing the deal.
“I didn’t actually know they were doing men’s. 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!’”
This is not your typical partnership where the seven-time champion simply poses with the brand’s logo from time to time, though. Beyond being a face of the brand, he will be actively involved in product development, design innovation, and global brand advocacy. Mission 44, Hamilton’s long-term initiative focused on inclusivity, is a key part of the deal. This should ensure that real change in diversity and inclusion happens within Lululemon.
While Lululemon’s sales continue to rise and its sport sponsorships expand, many Hamilton fans remain aware of the brand’s controversial past. Its former CEO and founder, Chip Wilson, made headlines for all the wrong reasons – with racist, homophobic, fatphobic, and misogynistic remarks. Even after stepping away from leadership, Wilson remains Lululemon’s largest individual stakeholder and has continued to make public comments about the brand until recent history.
The current CEO, Calvin McDonald, has been working to repair the damage to Lululemon’s image, pushing for a more inclusive and progressive approach. Hamilton’s involvement, particularly through Mission 44, could help accelerate this transformation. It’s a positive step forward, although other issues remain – especially when it comes to sustainability. Despite branding itself as an ethical company, Lululemon’s carbon footprint has increased. Considering the British driver has been a vocal advocate for environmental issues, and his role being more than just the brand’s face, this is an area where his influence could drive real change.
The global reach, dedication to inclusivity, and passion for innovation that Hamilton brings with the partnership, could help the transformation of Lululemon. His involvement isn’t just surface-level, so he has the power to reshape the future of the brand. History cannot be erased, but this deal suggests that Lululemon is moving beyond performative activism. With Lewis Hamilton on board, the brand appears to be heading in a better direction.