Dior has named Lewis Hamilton as its latest brand ambassador. The seven-time Formula 1 champion and fashion influencer has collaborated with Dior men’s artistic director Kim Jones to co-design a collection of clothing and accessories set to debut in October, the company announced Monday.

This new partnership comes as Dior’s parent company, LVMH, intensifies its marketing efforts linked to Formula 1, a sport that has recently surged in popularity among mainstream audiences. Louis Vuitton, another LVMH brand, often styles Hamilton for his renowned “paddock walks” before races. Additionally, market reports indicate that Tag Heuer, part of LVMH, may soon replace Rolex as Formula 1’s official timekeeper.

Hamilton’s involvement with Dior underscores a growing trend where luxury brands are leveraging the cultural and commercial appeal of sports. This strategy is aimed at building sustainable relationships with athletes, enhancing brand resonance among consumers.