lululemon launched a content series with Scuderia Ferrari F1 team driver Lewis Hamilton earlier this year.

The series, ‘Rest Day with Lewis Hamilton’, sees the driver converse with other athletes across different disciplines and take part in several different challenges.

Michelle Davies, SVP, global sports marketing, partnerships and social impact for lululemon shares that the idea for the series grew out of a social-first work that the brand created with Hamilton during the Las Vegas Grand Prix in 2025. The work saw the Ferrari driver go undercover in a lululemon store as an educator.

She says: “It gave guests a chance to see Lewis off the track and in an unexpected environment and the response made us think about how we could build on that in a bigger way.

“From there, our social and sports marketing teams worked together with Lewis on a concept that would take him outside the world of Formula 1 and bring him together with fellow lululemon ambassadors who are world-class athletes across different sporting disciplines”.

She adds that the brand hopes the content series inspires people to “stay curious” and try something new.

“At its core, the series is about how the mindful athlete is continually seeking the opportunity to learn – whether that’s from trying a new sport, challenging yourself in a different way or simply connecting with someone whose experience is different from your own. By seeing some of the world’s best athletes step into unfamiliar territory and continue learning, we hope guests feel inspired to keep pushing themselves and exploring what’s possible.”

‘Mindful Athlete’

lululemon is inspired by “the mindful athlete”. Davies explains the mindful athlete is someone “whose performance is rooted in personal wellbeing and purpose.”

“We wanted to explore mindful performance by giving Lewis the opportunity to step into unfamiliar territory, seek new perspectives and learn from fellow athletes at the top of their game.”

Hamilton was brought into the development process early and the brand offered him several potential athlete pairings. He selected the ambassadors and sports he was most excited to learn about.

She shares: “Lewis is naturally curious, open to learning and willing to put himself in unfamiliar situations. He has a mindset of constant improvement and is always looking for new perspectives and ways to grow, both on and off the track.”

Davies adds: “Importantly, Rest Day also gave us an opportunity to show a different side of Lewis outside the world of Formula 1. Audiences get to see him learning from other world-class athletes, asking questions, trying something new and connecting with them on a human level. That openness to looking outside his own world for inspiration made him a natural fit for a series exploring the mindset behind high performance, and for the kind of storytelling we wanted to create.”

She highlights that a moment in a series that stands out for her is featured in the episode with tennis player Frances Tiafoe. Hamilton is seen musing about the mental side of performance and Tiafoe and Hamilton “hit it off instantly”. Davies shares that she picked that moment as it “really captures” the message lululemon wanted to share through Rest Day; ” the mindset behind high performance and the lessons that can come from stepping into someone else’s game.”

Social First

According to Davies, the series was designed as social first content. The brand utilised YouTube for its longer-form episodes and used channels such as Instagram and TikTok to drive hype and spark curiosity.

A major part of its social strategy has been finding organic methods of teasing each episode, without revealing who the next ambassador to star in the series is. One way it did so was by Hamilton sharing his interested in golf on his socials, with Min Woo Lee and lululemon joining the conversation later to build interest.

She explains: “We’re carrying that approach through the series, using social interactions and ambassador reveals ahead of each episode to bring Lewis and the featured athlete together before the full episode goes live. We then keep that story going through episode highlights and behind-the-scenes content that give guests another look at the connection between our ambassadors and drive them to the full episodes on YouTube.”

The series was shared by Hamilton, Min Woo Lee and Frances Tifoe on their social channels which aided the brand in connecting with their fan communities. Davies highlights that socials aren’t just a promotional channel for ‘Rest Day, they are part of the way lululemon tells a story.

Success has been measured by looking at earned conversation and positive sentiment towards the content series. It also looked at video views and view-through rate, which helped the brand to understand whether the series is resonating with viewers and holding their attention.

lululemon has also looked at the response to the series more broadly, looking at the conversations it generates on social media platforms and earned media.

She says: “We’ve been really encouraged by the response so far. Rest Day has become one of our strongest-performing content series of 2026, generating more than 16 million views on YouTube and 96% positive social sentiment. We’ve also seen record-breaking shares and reposts, as well as growing demand from guests for future episodes.

“That response reinforces that guests want to see this kind of authentic ambassador storytelling from lululemon.”