Dior has named Lewis Hamilton as its latest brand ambassador. The seven-time Formula 1 champion and fashion trendsetter has also worked with Dior men’s artistic director Kim Jones to guest design a collection of clothing and accessories set to launch in October, the company said Monday.
The new partnership with Hamilton comes as Dior owner LVMH is ramping up marketing linked to Formula 1, which has boomed with mainstream audiences in recent years.
LVMH flagship Louis Vuitton frequently dresses Hamilton for his now famous “paddock walks” before races and the group’s Tag Heuer brand could replace Rolex as Formula 1′s official timekeeper as soon as next season, according to market reports.
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Capitalising on sport’s soaring commercial and cultural relevance is becoming a primary focus for fashion brands. Winning sports-marketing strategies today hinge on building long-term, collaborative partnerships with athletes and organisations that resonate with a brand’s target consumers, as experts in BoF’s latest case study explain.