I’ve realised that most of the content on GTC might be female-skewed. I guess I can always blame the #WomensMonth series we ran in August, which solely focused on female brands, as a means of commemorating Women’s Month and it seems that not much has changed since then. I’ve since taken it upon myself to revert to highlighting some guys that are thriving in the branding space. So many names come to mind when I think about male brands that are dominating the brand scene, David Beckham, Maps Maponyane, Christiano Ronaldo, Lewis Hamilton and even Rising Star Dash of V-Entertainment. Besides the fact that Lewis Hamilton is my ex-crush, he is definitely one of the most prominent sporting brands in the world.
I won’t even bore you by pretending to understand the happenings at F1, all I know is that Lewis is a pioneer and a champion in the racing space (surely that should count for something?). I remember a time when I wanted nothing else but for Lewis to make things official between himself and Kendall Jenner, since then, I haven’t been keeping up with him much (yes, I’m that loyal to the fam). However, I would like to acknowledge that his star power is certainly undeniable and it continues to grow at full speed, thanks to his sundry of brand endorsements.
It’s very clear that there is more to Lewis Hamilton than just being a driver. He has definitely evolved into an incredible global brand. According to Forbes, Hamilton earned an estimated $46 million in 2016, occupying the 49th spot in their 2016 Celebrity 100 list. He is also the 11th Highest-Paid Athlete in the world, falling just one spot outside the Top 10 occupied by Christiano Ronaldo, Lionel Messi, LeBron James, Roger Federer, Kevin Durant, Novak Djokovic, Cam Newton, Phil Mickelson, Jordan Spieth and Kobe Bryant.
In addition to his IWC, Bombardier and Monster Energy endorsement deals, Lewis was recently announced as the newest face of L’Oreal’s grooming range, Men Expert, once again proving that he is one of the most marketable drivers in the sport. “The world’s fastest driver, Lewis Hamilton has become a legend. He likes taking risks, on the track and in his style. As the new Alpha Male by definition, he’s the ideal match for Men Expert. Modern, he’s a leader for a new generation of men for whom masculinity doesn’t mean macho – it means masculine,” said Cyril Chapuy – L’Oreal Paris Brand Global President.
I love that Lewis has recognised the importance of personal branding which is bigger than simply being a competitor at the pinnacle of his races. He has taken things to the next level by separating himself from any other driver on the track, he is a cut above the rest. His role as the official ambassador for London Collections Men has also catapulted him to the frontline of menswear fashion, earning him front row status at major fashion weeks and covers with the likes of GQ Magazine.