LONDON: Reigning Formula 1 world champion Lewis Hamilton, global brand ambassador of American apparel brand Tommy Hilfiger, will feature in a documentary called #WhatsYourDrive.
Its episodes will be released in line with the races on the 2018 F1 calendar, with every feature focused on a different aspect of Hamilton’s multifaceted personal and professional life.
“Lewis has this relentless drive to grow and reach new ambitions both on and off the track, inspiring his fans around the world,” said Hilfiger, founder of the iconoc brand that is now owned by luxury group PVH Corp. “This personal mini-series brings a new, intimate perspective on Lewis’ journey to achieve his full potential in Formula One racing, revealing sides few people know about him.”
The campaign is aimed at influencing the young generation positively, making the best use of Hamilton’s popularity across the world. Tommy Hilfiger’s brand heritage has revolved around pop culture and sports icon, making its brand youth-friendly. From his love of music and fashion to the values that he believes in, Hamilton could only be satisfied at getting such an opportunity.
“This is a story of personal growth, exploration and self-expression beyond the track that I’m excited to share with fans globally,” said Hamilton. “It’s about setting goals, embracing every opportunity that exists and never letting anyone or anything get in the way.”
Hamilton will share every episode, including the trailer that released on May 1, through his official social media accounts, including Instagram, Facebook and YouTube, where he connects with more than 18 million fans.
The documentary mini-series will also be available on the dedicated paddock page on tommy.com, a platform that celebrates Hamilton’s brand ambassadorship and Tommy Hilfiger’s strategic partnership with four-time Formula One World Champions Mercedes-AMG Petronas Motorsport, bringing together the latest campaign images, videos and collection looks.
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