Lewis Hamilton and Mercedes to continue 'making history'

    By Matias Grez

    Updated 1225 GMT (2025 HKT) May 20, 2015

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    Can Mercedes' world champion Lewis Hamilton ever be more than a star in a car?
    Photos: From F1 champ to global star
    Can Mercedes' world champion Lewis Hamilton ever be more than a star in a car?
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    The double world champion (second left) has boosted his mainstream celebrity status by mixing with personalities such as Jared Leto (left), Kanye West (center) and Kim Kardashian (right) at events such as Paris Fashion Week.
    Photos: From F1 champ to global star
    The double world champion (second left) has boosted his mainstream celebrity status by mixing with personalities such as Jared Leto (left), Kanye West (center) and Kim Kardashian (right) at events such as Paris Fashion Week.
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    "Lewis is starting to transcend beyond the traditional F1 audience into the mainstream," says Jon Stainer of Repucom, global leaders in sports and entertainment marketing research. Attending awards ceremonies, as Hamilton did during the post-season, helps maintain that appeal.
    Photos: From F1 champ to global star
    "Lewis is starting to transcend beyond the traditional F1 audience into the mainstream," says Jon Stainer of Repucom, global leaders in sports and entertainment marketing research. Attending awards ceremonies, as Hamilton did during the post-season, helps maintain that appeal.
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    Dramas in his day job have also helped Hamilton to stay in the headlines. At the 2014 Belgian Grand Prix, his title rival and teammate Nico Rosberg collided with the British racer, sparking a row.
    Photos: From F1 champ to global star
    Dramas in his day job have also helped Hamilton to stay in the headlines. At the 2014 Belgian Grand Prix, his title rival and teammate Nico Rosberg collided with the British racer, sparking a row.
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    From track to telethon: Increasing charity and community work is one way to boost public profile. Here Hamilton mans the phones at an annual BGC Partners fundraiser.
    Photos: From F1 champ to global star
    From track to telethon: Increasing charity and community work is one way to boost public profile. Here Hamilton mans the phones at an annual BGC Partners fundraiser.
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    "The reason Lewis is so popular is because he spends a lot of time on social media, he reaches out to his fans and he wears his heart on his sleeve," says Hamilton fan Christopher Thomas, seen talking to his hero at the 2014 U.S. Grand Prix.
    Photos: From F1 champ to global star
    "The reason Lewis is so popular is because he spends a lot of time on social media, he reaches out to his fans and he wears his heart on his sleeve," says Hamilton fan Christopher Thomas, seen talking to his hero at the 2014 U.S. Grand Prix.
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