Formula 1 world champion Hamilton: “I am a brand”

“I am a brand. Formula 1 is part of this brand,” said the 33-year-old in an interview with the sports magazine Socrates. Of course, Formula 1 ensured “that I was able to build a brand, but now there’s a lot more to it.”

Racing was the most important thing for him in his childhood, then he suddenly found himself in Formula 1. “And then you get into this deep, vast part of the ocean where there are seemingly endless options and you can’t see the bottom,” Hamilton said.

For Hamilton, an essential part of his job is daily training. Sit-ups and push-ups are recommended immediately after getting up, “just to start the day well and feel better. I just want to feel good, that’s how my training gives me,” said the Brit.

When he concentrates on his workout, “then I channel my frustration, be it because of a bad race or for personal reasons,” said Hamilton: “I then stand at the foot of the mountain and try to climb it. It's a feeling of winning. I always imagine that the checkered flag is at the top of the mountain. And when I get to the top, I’m a winner, the best.”

Hamilton is now a global citizen, but he still has close ties to his home community of Stevenage, 40km north of London. “My Formula 1 career didn’t start in Stevenage, but it’s where I learned to deal with the highs and lows of life,” said the four-time world champion. His hometown is still the place “that drives me and that keeps the fire burning deep in my chest.”

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Formula 1 world champion Hamilton: “I am a brand”

Formula 1 world champion Lewis Hamilton sees himself less as a racing driver and more as a brand.

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