F1 drivers are among the fittest of all athletes, even though they do their sport sitting down. The strength and stamina required to sustain forces of up to 5g many times in a lap and maintain concentration without giving in to fatigue are vital to success.
Lewis Hamilton has had a relationship with sports clothing brand Reebok since the early days of his F1 career and he is set to become one of the key faces in a new multi million pound campaign for the brand, set to launch in March.
According to Marketing Week, Reebok, which is part of the Adidas group, has identified that many people like to treat fitness and the act of getting and staying fit as a sport in itself and they are going to market it that way, using Hamilton and other sports personalities. It will be interesting to see how he is positioned.
The goal of the campaign is to “change the way people perceive, define and experience fitness”.
The company has set itself a goal “to bring fitness to the world and be seen as the world’s fittest company”.
The Reebok deal is one that Hamilton has outside of his McLaren contract, and for that reason he’s not allowed to have any branding on his race suit, due to team rules.
Hamilton is reaching the end of his long contract with the team and will be turning his attention in 2012 to his next move. Staying at the team looks the most likely option with no room at Red Bull and Fernando Alonso in for the long haul at Ferrari.
Mercedes could be an option, if only as a negotiating tactic, with Nico Rosberg the only driver on a long term deal going forward.