lululemon’s new five-minute film pairs ambassador Lewis Hamilton with golfer Min Woo Lee for a golf lesson, extending a partnership the brand says is built on product co-creation rather than simple endorsement.
The most interesting thing about lululemon’s five minute film “Rest Day with Lewis Hamilton” isn’t that the seven time Formula 1 champion takes a golf lesson from Min Woo Lee, the rising PGA Tour pro with a cult following on social media – it’s that lululemon ambassador Hamilton, still seen by many as the number one on the track, plays the student: someone who slices drives and loses 22 balls in a round, as he says in the episode.
The lesson itself, recounted by Lee in an interview with Hypegolf, was fairly mechanical. Hamilton was cutting across the ball and slicing it, so Lee had him swing more from the inside to produce a draw – a change that began working within five to ten shots. Lee credits Hamilton’s body awareness, and years of coaching from F1 engineers, for making him a fast study. Lee adds that Hamilton caught the golf bug once he saw how well he could actually hit it.
That is the episode’s plot, and the opening entry in a new content series by lululemon and Lewis Hamilton. It isn’t a Hollywood style short film; the “one day with…” setup is well worn. Here, though, it lands a simple point: champions are also learners, and golf can be a great leveler.
The product logic behind the casting
The series makes most sense in the context of a partnership that is now roughly a year and a half old and, by lululemon’s own account, was never designed as a conventional face of brand deal. lululemon named Hamilton a global brand ambassador in February 2025, timed to his move to Ferrari, and has described the relationship as product development as much as marketing.
Chantelle Murnaghan, lululemon’s VP of Research and Product Innovation, told Esquire in March that ambassador relationships at the brand are built around product co creation rather than simple endorsement. Hamilton tests prototypes in motion in lululemon’s lab and gives feedback on fit and fabric with the same granularity used to describe car handling to race engineers, then reviews finished products again before they ship.
In this case, the co creation is more abour co-acting. The video is slick, but it isn’t memorable for storytelling so much as for the golf course apparel on display: Hamilton’s Grand Standard Polo, Unshaken Relaxed Fit Pant and Structured Classic Ball Cap, and Lee’s ShowZero Polo with the new Stretch Twill Relaxed Fit Golf Pant.
The menswear math
For a brand built around women’s studio wear, an ambassador willing to move across golf, motorsport, fashion and music gives lululemon a repeatable way to keep testing menswear categories – golf apparel among them – with audiences that don’t naturally overlap with its core customer. Two more episodes are due later this summer, each pairing Hamilton with an athlete from a different discipline. The format preumably stays the same: student, not expert, applied to a new sport each time.
Will the series also include women athletes, or will it remain a male on male story? It could work either way. But it would benefit from sharper storytelling and less vanilla execution.
