Dior has announced the appointment of the Formula 1 champion, Lewis Hamilton as brand ambassador. 

The new partnership with Hamilton comes as Dior owner LVMH is ramping up marketing linked to Formula 1, which has boomed with mainstream audiences in recent years.

Furthermore, Hamilton has also worked with Dior men’s artistic director Kim Jones to guest design a collection of clothing and accessories set to launch in October. 

LVMH flagship Louis Vuitton frequently dresses Hamilton for his now famous 'paddock walks' before races, and the group’s Tag Heuer brand could replace Rolex as Formula 1′s official timekeeper as soon as next season.