Mini-Series from Tommy Hilfiger Sheds New Light on Lewis Hamilton’s Personal Ambitions, What Fuels His Drive to Exceed Expectations, Break Down Barriers and Raise His Performance to Inspire Those around Him
Tommy Hilfiger, which is owned by PVH Corp, unveiled the launch of a documentary mini-series #WhatsYourDrive, revealing the man behind British racing legend Lewis Hamilton, global brand ambassador for the brand‘s men’s collection.
New episodes will be released in line with the races on the 2018 Formula One World Championship Race 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.
“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,” said Tommy Hilfiger.
From Lewis Hamilton’s love of music and fashion, to the values that guide him every day, to his efforts to encourage younger generations to relentlessly follow their dreams, the #WhatsYourDrive series of episodes is about an incredible will to succeed in all aspects of life, inspiring the next generation of the brand’s fans along the way.
“This is a story of personal growth, exploration and self-expression beyond the track that I am excited to share with fans globally.
“It is about setting goals, embracing every opportunity that exists and never letting anyone or anything get in the way,” said Lewis Hamilton
The brand’s heritage is closely linked with pop culture and sports icons. In the ‘90s, Hilfiger was one of the first designers to blend fashion and celebrity, and he became a pioneer in the industry by dressing young artists such as Aaliyah, Mark Ronson and Usher; and featuring musicians such as David Bowie and Beyoncé in his advertising campaigns.
In recent years, the brand has established inspiring partnerships with international supermodel Gigi Hadid, designing four TommyXGigi capsule collections with her, international tennis champion Rafael Nadal, award-winning musician/producer duo The Chainsmokers, and Hong Kong actor Shawn Yue, reflecting the brand’s commitment to broaden its reach and connect with the next generation of consumers.
It also has a history with Formula One, most recently announcing a multi-year strategic partnership as the Official Apparel Partner for the four-time World Champions Mercedes-AMG Petronas Motorsport.
The brand previously sponsored the Lotus Formula One team from 1991 to 1994, and was the first non-automotive brand to sponsor Ferrari’s Formula One team, including uniforms created by the designer himself, in 1998.