Lululemon has named Lewis Hamilton as a brand ambassador, collaborating on product innovation, social impact initiatives, and a new marketing direction.

With F1’s current regulations now in their fourth year, the performance gaps that gave front-runners comfortable advantages are shrinking fast. Teams that were once struggling to keep pace have had enough time with these cars to catch up on the learning curve. (See: Ferrari and McLaren’s surge last year .)

The British F1 star has been taking Italian lessons, has his motorhome parked next to Enzo Ferrari’s house and is immersing himself in the culture of the Scuderia as he eyes a record-breaking eighth title this year.