lululemon launched a content series with Scuderia Ferrari F1 driver Lewis Hamilton earlier this year, titled “Rest Day with Lewis Hamilton.” The series features Hamilton conversing with other athletes from different disciplines and taking part in a variety of challenges. According to Michelle Davies, senior vice‑president of global sports marketing, partnerships and social impact at lululemon, the concept grew out of a social‑first activation the brand created with Hamilton at the Las Vegas Grand Prix in 2025, where the Ferrari driver went undercover in a lululemon store as an educator. Davies said the experience let guests see Hamilton off the track in an unexpected setting and sparked the idea to expand the approach. She explained that the brand’s social and sports marketing teams then worked with Hamilton to develop a concept that would move him beyond Formula 1 and pair him with fellow lululemon ambassadors who are world‑class athletes. The company hopes the series will inspire people to “stay curious,” try something new and embody the mindful athlete’s drive to learn through new sports, challenges or diverse connections.
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Source / References: Retail Gazette