Lululemon was making headlines last week as its CEO exited but it had more upbeat news on Sunday as Lewis Hamilton made a personal appearance at the Regent Street, London, flagship store to to celebrate the launch of The Lewis Hamilton Edit, a curated 36-piece capsule personally selected by the champion racing driver.

Importantly too, joining Hamilton in-store for photos was Lululemon’s new interim co-CEO, André Maestrini, marking his first public appearance in the role and highlighting the company’s focus on innovation, as well as stressing that there’s no vacuum at the top of the company’s leadership tree.

Hamilton became a Lululemon ambassador earlier this year and made an unannounced appearance in the store.

Available exclusively at the Regent Street location and on the brand’s UK webstore, the Edit brings together Hamilton’s favourite menswear and womenswear pieces from the brand’s Winter 2025 collection — “each style chosen for its high performance and elevated aesthetic, all filtered through the distinctive personal style he’s renowned for”.

The appearance may have been unannounced but there were plenty of fans gathered outside to see him in a full look from the Edit as he greeted the crowd, signed autographs, and posed for photos. 

The first 100 people in the queue also received Lululemon products signed by Hamilton and he was also helping staff style looks and wrap gifts behind the tills.

Such appearances are hugely important for stores at this time of year as they compete to attract customers.