Chris Lee and Lewis Hamilton Lead Lululemon's Quiet the Weather Campaign
Singer Chris Lee and Formula 1 driver Lewis Hamilton star together in the fall outerwear campaign from Lululemon, the Canadian athletic apparel maker.
The campaign is titled "Quiet the Weather" and puts winter coats at the centre of the story, according to details reported by WWD. The message is simple. Stay warm, stay calm.
Lee is a longtime Lululemon collaborator. Hamilton fronts the campaign alongside her, with tennis player and broadcaster Ayan Broomfield, golfer Marc Tortell and snowboarder Shota Yamaguchi also appearing in the cast.
The range focuses on two insulation systems. Featherweight jackets use compressible 900-fill-power responsibly sourced down, where fill-power is a measure of loft and warmth for weight. ThermoZen styles use PrimaLoft Gold, a synthetic fibre fill that keeps its warming power even when wet.
Lululemon also plans a Hi-Loft Collection later in the season. It will use PrimaLoft UltraPeak insulation. Outerwear design at the company is led by vice president JJ Collier.
China is a big part of the rollout. The campaign includes static installations at Chengdu Taikoo Li and Beijing's Taikoo Li Sanlitun, plus a large-scale mural on Shanghai's Anfu Road.
A new store at Shanghai New World New One Center on Nanjing East Road opened alongside the campaign. In Chengdu, the Taikoo Li store carries Lee's exclusive "Winter Picks" range, built around featherweight down jackets.
For fans, this means more Hamilton off the track. Lululemon launched a content programme with him earlier this year titled 'Rest Day with Lewis Hamilton', as reported by FashionNetwork. The series follows his routine away from racing and features casual training kit, including the Grand Standard Short Sleeve Polo with the Unshaken Relaxed-Fit Pant and Structured Classic Ball Cap.
What makes this stand out is the pairing. Lee brings pop and screen audiences in China, Hamilton brings global motorsport followers, and the rest of the cast speaks to tennis, golf and snow sports. Lululemon gets five sports in one winter story without leaving the city street.
