There isn’t a shortage of brands wanting to sign deals with Lewis Hamilton. Only a select few get to do so, and the deals invariably get celebrated. However, when Lululemon recently managed to make the Briton its brand ambassador, it received widespread criticism because of something that Hamilton had never been guilty of before — associations that go vehemently against his beliefs.
An athletic-wear brand worth $44 billion, Lululemon’s history has been tarnished by fatphobic comments made by its founder Chip Wilson in 2013. He made derogatory statements about how certain women ‘didn’t have the right body’ to wear the brand’s apparel. He has also been accused of not promoting diversity and inclusivity.
Wilson left Lululemon’s board in 2015. But when the company launched its Diversity and Inclusion program in 2022, he said some rather questionable things. “You’ve got to be clear that you don’t want certain customers coming in,” stated Wilson, calling some people out for looking ‘sickly’ and ‘inspirational’.
This goes completely against everything Hamilton has stood for throughout his F1 career.
| Lululemon announces Sir Lewis Hamilton as their new brand ambassador. pic.twitter.com/eUywt8aMnb
— deni (@fiagirly) February 24, 2025
The seven-time world champion has worked hard to bring about a positive change in F1 and has fought to give people of marginalized communities opportunities in the field. That’s why, the community was stunned to see Hamilton associate himself with a brand with such a dark public image.
“I’m sad this is who he picked,” a fan wrote on X. “Everyone else can get Delulu for LULU without me.”
I’m still standing on business that I will not be supporting this company with my hard earned dollars knowing their business practices.
I’m sad this is who he picked
Everyone else can get Delulu for LULU without me…
— WhatoF1t (@WhatoF1t) February 24, 2025
Some fans reacted rather scathingly. They weren’t just disappointed with Hamilton becoming Lululemon’s face but were angry. “I’m disappointed but am I surprised? No. This is Lewis Moneybag Hamilton — a man in his 40s who hardly background checks on anything.”
ppl got over the Dior campaign, they can get over the lululemon one. I’m disappointed but am I surprised? No. This is Lewis Moneybag Hamilton – a man in his 40s who hardly background checks on anything.
Keep in mind the public themselves haven’t stopped wearing the brand so ♀️
— ru (@rvmbiie) February 23, 2025
Hamilton accepting Lululemon’s offer is indeed surprising, especially given Wilson’s controversial past comments. So why did he do it?
Perhaps Hamilton felt comfortable because Lululemon has since publicly distanced itself from Wilson. “Chip Wilson does not speak for Lululemon, and his comments do not reflect our company views or beliefs,” the company announced in a 2022 statement.
“Chip has not been involved with the company since his resignation from the board in 2015 and we are a very different company today,” Lululemon had reiterated.
Hamilton was likely comfortable with this, seeing Lululemon as a different company from the days when Wilson made controversial comments about women’s bodies.
However, whether F1 fans embrace him representing the Canadian brand remains to be seen.
