Formula 1 icon Lewis Hamilton sent a wave of excitement through London's West End this weekend with an unannounced appearance at the Lululemon flagship store. The seven-time world champion personally launched his highly anticipated curated collection, 'The Lewis Hamilton Edit', on Sunday 14th December 2025.
A Surprise Appearance on Regent Street
Fans gathered outside the prominent Regent Street store were delighted when the Mercedes driver arrived, wearing a full outfit from his new capsule. Hamilton spent time greeting the crowd, signing autographs, and posing for photographs, creating a festive buzz on the busy London street. In a generous gesture, the first 100 people in the queue received Lululemon products personally signed by the champion.
Before the official doors opened, Hamilton was seen enjoying himself with staff on the shop floor. The brand ambassador helped style mannequins, wrapped gifts at the tills, and even posed as a 'Festive Temp', showcasing his playful side ahead of the launch event.
Inside The Lewis Hamilton Edit
The exclusive collection is a personally curated selection of 36 pieces from Lululemon's Winter 2025 range. Hamilton handpicked both menswear and womenswear items, filtering the brand's high-performance staples through his own renowned sense of style. The Edit emphasises an elevated aesthetic suited for both training and lifestyle.
Key pieces highlighted at the launch included the Featherweight 900-Down Fill Quilted Hooded Jacket in Fog Green, Smooth Spacer Pintuck Pants, and the Men's Beyondfeel Running Shoe. The collection is available exclusively at the Lululemon Regent Street flagship and on Lululemon.co.uk, making it a must-have for fans of the driver's fashion influence.
Strategic Partnership and Advocacy
Hamilton's relationship with the Canadian athleticwear giant was formalised in February 2025 when he was announced as a global ambassador. The partnership is multifaceted: Lululemon outfits Hamilton's training and recovery needs, while collaborating with him on future design innovation.
Beyond product, the alliance has a significant advocacy component. Lululemon supports Hamilton's Mission 44 foundation as part of its Lululemon Gives social impact agenda, focusing on global initiatives to promote diversity and inclusion.
The launch event was also attended by key figures, including Lululemon's newly appointed interim co-CEO André Maestrini and Sarah Clark, Senior Vice President for EMEA. Content creators Tega Alexander and Hollie Mercedes were among the first to preview the exclusive Edit inside the store.
