Dior has named Lewis Hamilton as its latest brand ambassador. The seven-time Formula 1 champion and fashion trendsetter has also worked with Dior menâs 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 âpaddock walksâ before races and the groupâs Tag Heuer brand could replace Rolex as Formula 1â²s official timekeeper as soon as next season, according to market reports.
Learn more:
Case Study | Fashionâs New Rules For Sports Marketing
Capitalising on sportâs 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 brandâs target consumers, as experts in BoFâs latest case study explain.