Lululemon has named Lewis Hamilton as a brand ambassador, collaborating on product innovation, social impact initiatives, and a new marketing direction.

With F1’s current regulations now in their fourth year, the performance gaps that gave front-runners comfortable advantages are shrinking fast. Teams that were once struggling to keep pace have had enough time with these cars to catch up on the learning curve. (See: Ferrari and McLaren’s surge last year .)

Fresh off his public debut as a Ferrari driver at Tuesday’s F1 75 Live season launch event, Lewis Hamilton returned to the team’s factory along with Charles Leclerc as Ferrari unveiled the SF-25 and put the 2025 challenger through its paces at the team’s Fiorano test track.