Live Like Every Second Counts

There are very few moments in one's career that feel like they are pivotal and somewhat career changing. Meeting Lewis Hamilton about eight months ago was one of those moments for me. I was taken by his genuinely kind team, and then further taken by Lewis himself. With his beautiful dog beside him and Lewis wearing this incredible red coat and black wide legged pants, I remember him talking about running in a way that blew me away. I professed my distaste of running in the rain, and he professed his love of running in the rain without hesitation. The feeling for him was unmatched and he spoke about it as if we were all experiencing it in slow motion. I realized as he talked through his charity, his love of design and his excitement for his vegan diet that he was vibrating at a different level or different plane altogether. He has a love for life that is insatiable and his choices are honest, true and committed to all that he does. He is truly inspiring and he inspired me in zero time - might have been seconds.

From that initial meeting til now, I learned just how important all the details are in bringing to life a beloved F1 driver who is more than just that. He's a global hero, and incredibly kind person. A person with a taste level that is just beyond the details. I realized also how important it is for our brand to show up as an equal and as invested in the work as he is. We have a beautiful journey together ahead and the world's first impression of that will always matter most.

So, where does one start? We start with what people don't necessarily know. We start with what matters to us most - his training. As a performance brand it is always key to have that insider view of what an athlete does to stay at their peak. An F1 racer trains in incredible ways, and while we did not see all of his training magic we were privileged to see enough. If there is anything I learned about Lewis on set it is that he can pretty much do anything in terms of training. We put wild things in front of him and he didn't skip a beat and he did it all with a smile while joking with us about some of the moves being beyond most of our abilities. He even gave us a taste of what it means to focus, stay calm, and lean into your workout with determination and precision. Yes, he meditates daily, but that's not the only thing I saw as it related to his focus in person. It was a beautiful mix of raw power with calm energy. We dimmed the lights and took inspiration from the speed that he is used to traveling at and shot him in the most impactful way we could. The dark underbelly of a crossfit gym, mixed with the clean lights of studio. The dark mix of a dangerous chicane and and the highlight of the smooth glossy surface of his Ferrari.

We tried to capture that power mixed with his incredible style. At lululemon we believe we mix both style and performance perfectly. You look good and you feel good all at the same time. Lewis is the epitome of that, and I believe he will continue to bring that and more as we start getting into work together and seeing where we can take our product into the future. He is a chair of the Met Gala and is by no means anything but a style icon. His tunnel walks alone make both men and women turn to see what he has on right now. His style is bold yet effortless, and we wanted to make sure we captured that as well.

All to say a lot goes into an image, a film or a headline. We put our best effort forward to respect both him, his team and his future. I cant wait to see where this all goes. From what I know it is anything but small.

Thanks to the mighty but small team that brought this all together. It is a big moment for the brand, the team and for me. Every second of this journey was important to getting us here and I'm wildly proud of the work we were able to launch today. It sets the bar higher than we have ever been.

Fasten your seat belts! We have a wild ride ahead of us.

https://www.youtube.com/watch?v=fGTKR1WAzh0