Tommy Hilfiger unveils new Lewis Hamilton campaign

By

Sandra Halliday

Published
May 1, 2018

The first major output following the announcement of British sports star Lewis Hamilton’s contract with Tommy Hilfiger has been revealed with the new #WhatsYourDrive documentary to feature the champion racing driver.

The company said that the miniseries sheds new light on Hamilton’s personal ambitions, what fuels his drive to exceed expectations, break down barriers and raise his performance to inspire those around him. And, of course, it also promotes Tommy Hilfiger.

And to make the most of marketing opportunities around the Formula One World Championship Race calendar, new episodes will be released in line with the 2018 races. Each feature will be focused on “a different aspect of Lewis Hamilton’s multifaceted personal and professional life,” we're told.

“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. “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 series takes in his interest in music and fashion, “the values that guide him, and his efforts to encourage younger generation to follow their dreams.”

The trailer was released on Tuesday and Hamilton will share each episode through his social media accounts, including Instagram, Facebook and YouTube, where he has over 18 million followers. 

The documentary mini-series will also be available on the dedicated paddock page on tommy.com. This is a one-stop platform that celebrates everything about the Hamilton-Hilfiger-Mercedes-AMG Petronas Motorsport link-up, bringing together the latest campaign images, videos and collection looks.

Tommy Hilfiger has had close links with both pop culture and sport over the years and previously sponsored the Lotus Formula One team from 1991 to 1994, as well as being the first non-automotive brand to sponsor Ferrari’s Formula One team, including uniforms created by the designer, in 1998.