Lewis Hamilton may be one of the world’s top sportsmen but he’s not one we’d normally associate with a previously-yoga-focused brand. However, that could soon change as Lululemon on Monday named him its newest ambassador.

The company said the brand “will power the seven-time Formula 1 World Champion’s training, recovery and lifestyle needs with its best-in-class product, while collaborating on future design innovation and global advocacy work”. 

Nikki Neuburger, Lululemon chief brand & product activation officer, said: “Lewis is a game-changer in every sense of the word. His relentless commitment to performance, well being and impact align completely with what we stand for.”

And Hamilton said he’s “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”.

Lululemon also said he’ll collaborate with its Research & Innovation, Design, and Development teams on future products and work with its Centre for Social Impact in collaboration with his global foundation, Mission 44, “to empower the next generation and build a fairer, more inclusive future”.

Importantly too, he’ll be featured in Lululemon’s ‘No Holding Back’ campaign, “highlighting the dedication behind elite training and showcasing the brand’s latest men’s apparel, including the Metal Vent Tech franchise”.

He joins an already extensive roster of ambassadors, including PGA golfers Min Woo Lee and Max Homa; ATP tennis pro Frances Tiafoe and WTA tennis pro Leylah Fernandez; NFL Wide Receiver DK Metcalf; NBA player Jordan Clarkson; and NHL player Connor Bedard.