Lululemon has named Lewis Hamilton as its brand ambassador, unveiling a new campaign titled “No Holding Back” to mark the collaboration.

The campaign showcases the relentless dedication required to become a champion, emphasizing both physical and mental training while highlighting the latest men’s performance apparel.

The debut ad features the Formula 1 World Champion pushing his limits through intense, time-driven workouts that leave him drenched in sweat. As the commercial nears its conclusion, the onscreen text reads: “No holding back. Made to feel.”

As part of the partnership, Lululemon will support Hamilton’s elite training, recovery, and lifestyle needs with top-tier products while collaborating on future design innovations and global advocacy initiatives. Additionally, Lululemon’s Centre for Social Impact will join forces with Hamilton’s foundation, Mission 44, to integrate movement and mental health experiences into their mission of creating a more equitable future for young people through education, employment, and empowerment.

“Lululemon products are of such high quality, they look amazing, and most importantly, they deliver the performance I need,” said Lewis Hamilton, adding “I’m excited to partner with a brand that takes a holistic approach to wellness. Together, we aim to inspire our communities to become the best versions of themselves.”